Clean it and weep: Ajax declares war on Facebook 'likes' with Social Wipes

By Frank Chung | 14 January 2014

How much of your marketing budget over the years has gone into chasing Facebook 'likes'? Well, guess what? Ajax is here to take out the trash.

To promote Ajax Wipes, the Colgate brand has released a new online tool, developed by VML and GPY&R, giving users an easy solution to clean their social network feeds.

The Social Wipes tool aggregates all your Facebook 'likes' into one place for easy removal, while for Twitter it detects unwanted spam, removing bots from the user's account.

Colgate Palmolive marketing manager Damian Facciolo said: "Ajax Wipes are all about efficacy and convenience. Creating a product that delivered these same benefits in the parallel online world we all regularly inhabit, felt fresh and, frankly, like a no brainer."

Ajax isn't the first brand to rain on the Facebook parade – Facebook's terms and conditions were tightened after Burger King's notorious Whopper Sacrifice campaign, which posed a fleeting moral dilemma by offering users a free Whopper for deleting 10 friends.

VML managing director Aden Hepburn said: "Agencies don't often get the chance to create something that people really want or need, and while this is a little bit of fun, it’s a utility tool that a lot of people will find is actually something they’ve subconsciously wanted for a while – it will actually help them clean up the social clutter they’ve been building up for years."

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