Targeting teenage odours.
Cuddly is eliminating the stink of activewear and lingering odours in kids clothes in a campaign via VML.
“Cuddly Fabric Conditioners have been a fabric care staple for years, delivering amazing softness and freshness for Aussie households,” said Colgate-Palmolive marketing director Ashleigh Wright.
"With Cuddly Refresh Rinse, we’re introducing an entirely new product, an odour removing fabric rinse (not a fabric conditioner!), that removes stubborn odours that cling onto clothing like activewear.
“This campaign highlights its incredible power in a way that will resonate with every parent who’s battled the smell of a stinky sports jersey.”
VML creative director Jack Delmonte said that teenagers are nature’s finest source of odour.
“So when the team at Colgate-Palmolive designed a rinse powerful enough to take that on, the casting brief wrote itself,” said Delmonte.
“We’ve all seen the common ‘mode of actions’ in the category before, but we had lots of fun bringing the science into the real world with this one."
VML ANZ CEO Thomas Tearle said their partnership with Colgate-Palmolive highlights the power of combining creative storytelling with ideas that deliver meaningful impact, both in the minds of consumers and in driving bottom-line growth.
“We’re doing more than just selling a product, we’re sharing a story that connects with Australian families,” Tearle said.
CREDITS
Client: Colgate-Palmolive
- Marketing Director South Pacific: Anthony Crewes
- Marketing Director Home & Personal Care: Ashleigh Wright
- Home Care Group Brand Manager: Kate Cattanach
- IBE Lead: Maria Casas
- Fabric Care Brand Manager: Lottie Fry
Creative Agency: VML
- CCO APAC: Paul Nagy
- CEO: Tom Tearle
- Group Executive Creative Director: Richard Williams
- Creative Director: Jack Delmonte
- Copywriter: Charlie Dejean
- Art Director: Andrew Bao
- Executive Producer: Rachel Rider
- Senior Producer: Stevi Russell
- Chief Strategy Officer: Alison Tilling
- Strategy Director: Katie Chatfield
- Junior Strategist: Isobel Delaney
- Group Account Director: Elaine Loke
- Senior Account Manager: Danielle Winder
- Account Manager: Imogen Butcher
- Senior Director (Resourcing): Kelly Foxcroft
- Designer/Finished Artist: Lewis Barnes
- Editor: Mitch Clarke
Production: Clockwork Films
- Director: Edwin McGill
- Founder/Executive Producer: Heath George
- Executive Producer: Aborah Buick
- Producer: Anouk Ratnawibhushana
- Online & VFX: Fin Design
- Executive Post Producer: Emily Newbould
- Colourist: Trish Cahill
Sound Design: Sonar
- Sound Engineer: Tim Bridge
Storyboard Artist: Peter Collier
Media Agency: Wavemaker
- Group Strategy Director: Kate O'Loughlin
- Group Client Director: Nicola Milner
- Client Manager: Rachael Brookes
- Implementation & Activation Associate Director - Performance: Alicia Jarvis
- Implementation & Activation Associate Manager - Performance: Karen Engesund
- Implementation & Activation Coordinator - Performance: Ramsay Robertson-Kirkwood
- Implementation & Activation Associate Director: Vanshika Gupta
- Implementation & Activation Executive: Charlotte Howard
