There's no point getting your knickers in a knot about mess. That's SCA Hygiene's view and the firm has launched a product extension of its Handee paper towels range with an integrated campaign to promote it.
The new campaign spruiking Handee Towel in a Box, called 'Said No One Ever', has used irony to talk about household messes. Instead of equating cleanliness with pride, the work focuses on the inconvenience of mess.
There are four 15-second TV commercials, which will be supported by print, social media and out-of-home. It was created by Melbourne-based agency Hello I'm Venus.
SCA Hygiene marketing manager Kimberley Knapp said: “By looking past the traditional 'celebration of cleaning', we created a unique, tongue-in-cheek communication approach that does away with predictable cleaning cliches.
“This campaign is based on a very real, but often unacknowledged insight: our consumer is less concerned with the division of labour and more interested in looking for a quick solution to clean up and get on with it.”
Hello I'm Venus creative director Jessie Jordon said: “The age-old stigma of cleanliness still hangs over us, but we've moved on from this. We all know mess happens, so there's no use getting our knickers in a knot about it. This campaign recognises that most people prefer breaking free, getting on with life and having fun.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.