Henkel Laundry & Clean
Ideation & Execution: all | Persil | Purex | Dial
Skin Care Starts
In the Laundry Room
all free clear
When people think about what it takes to care for their skin, how often does laundry detergent come up? With all® Free Clear’s ongoing efforts to earn the coveted #1 doctor-recommended claim, we went straight to the source for trusted skin care advice.
What began as an influencer tactic evolved into the foundation of our messaging for all® free clear. Our partnership with several derm/skin influencers spanned the entirety of our 360° campaign to change the conversation about laundry detergent—that skin care actually starts in the laundry room. Our messaging gained an even broader audience when we partnered with Olympic medalist Suni Lee, an advocate for eczema awareness.
all Sensitive Fresh
At the same time, all® had another product variant to communicate: all® Sensitive Fresh. This product offers the same hypoallergenic benefits as all® Free Clear, with the addition of a light, fresh scent. To avoid consumer confusion between a fragrance-free product and one that features a fresh scent, we created the product’s aesthetic to look as if it were a beauty product akin to perfume or scented lotion.
That New Clothes Feeling
Persil
When Persil® relaunched with a bold new look and a promise to keep clothes looking newer for longer, we were there—teasing the packaging and activating the brand with a fresh new energy.
In partnership with TBWA, we transformed Persil’s appearance and brand positioning from a scattered assortment of products into a cohesive technicolor world. We injected playful, colorful visuals and a shift in tone and swagger. Young trend-seeking influencers were mixed into the pool of Persil’s quintessential “mom” influencer, updating Persil’s persona that made it fit for the runway.
We then pulled a brand partner straight from the runway to amplify the rebrand with a headline-making live event: a collaboration with Project Runway’s Christian Siriano for a 24-hour TikTok Live. The marathon blended kitschy hotline vibes featuring on-air laundry advice from Christian and a rotation of silly laundry games and activities. With high-energy engagement across the day and into the night, the event amassed nearly 100,000 comments with some 350,000 total viewers creating literal days’ worth of audience interaction.
The combined creative and activation work created a defining moment in Persil’s history filled with renewed energy, broader cultural relevance, and a strengthened trust among existing and new consumers.
The Smart Way to Do Laundry
Purex
Value laundry detergent brand Purex® took a different approach to targeting consumers. While still speaking to women with children, we used a “fun dad” persona to showcase several not‑so‑smart activities or setups that occur when dad’s in charge. Fortunately for them, there’s The Smart Way to Do Laundry, making cleanup of those messy moments a no‑brainer.
For the campaign, we handled concepts, production, and post production of their OLV. We also optimized production dollars to capture a library of assets used for retail, digital, social, and more. Purex® didn’t need to focus on claims or accolades; they just had to communicate a reliable clean at a price that doesn’t break the bank.
Reduce. Reuse. Remix Clean
Dial
To promote Dial® Soap’s Concentrated Refills product, intended to help reduce plastic soap bottle waste by 95%, this concept took the attributes of the product itself for a spin. In order to simultaneously create awareness and educate how consumers are to use the refills, we took the “mixing” attribute of the instructions and associated it to the mixing of music. Working with musician Andrew Huang —known for creating music using random objects—the results were a fun execution that took a soap ad to places the category had never been before. It was a perfect formula.
Click here for a deeper dive on this catchy campaign.