Cuddly has launched Refresh Rinse, a new laundry liquid that can tackle odours in even the smelliest laundry with a new campaign via VML that takes aim at one of the most infamous culprits of stubborn smells: teenagers.
Set as a humorous product demo, it captures every parent’s struggle with sweaty activewear and lingering odours on their kids’ clothes. In a satisfying twist, Cuddly’s Refresh Fabric Rinse doesn’t just eliminate the stink, it rinses the teenager right out of them (with love, of course!).
Ashleigh Wright, marketing director at Colgate-Palmolive, said, “Cuddly Fabric Conditioners have been a fabric care staple for years, delivering amazing softness and freshness for Aussie households. 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.”
Jack Delmonte, creative director at VML, added, “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. 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.”
Thomas Tearle, CEO of VML ANZ, commented, “Our 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.”
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
