Colgate Palmolive has released Fab laundry detergent and Fluffy fabric conditioner in Fragrance Temptations, a new entrant in the laundry market designed to target younger women. The products are being promoted in an advertising campaign that references the world of high fashion, rather than the traditional ‘mumsy’ laundry detergent ads. Television, print, experiential and out of home advertisements centre on the liquid as part of someone’s luxury and self-indulgence repertoire.
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The Fragrance Temptations range is available in Fab Laundry Powder and Fluffy Ultra Fabric Softener in two designer fragrances. Floral Enchantment contains Patchouli, Orange and Pine essential oils. Spice Allure contains Clove, Sage and Cedarwood essential oils.
The Temptations campaign was developed at George Patterson Y&R, Sydney, by executive creative director Julian Watt, art director Chris Crawford, copywriter Bar Pawlak, producer Alex Hay, account team Jenny Willits, Guy Lovell and Bohdi Lewis.
Filming was shot by director Gemma Lee via Taxi Film, Sydney, with director of photography Callan Green. Editor was Joe Morris at Cutting Edge. Music was composed and performed by Jojo Petrina and Meow at Electric Dream Studios, produced at Level Two Music.
Media agency is MEC.