Kao Australia introduces the new Biozet Attack Power Capsules, featuring a slim-shaped design and micro-granular technology that ensures faster dissolution compared to traditional laundry capsules. This innovation is designed to effectively tackle stains, brighten whites, and leave fabrics cleaner and fresher. Developed in Japan, where Attack is the leading laundry brand, the capsules offer an impressive 8-in-1 formulation that promises a level of clean unprecedented in the Australian market. Moreover, they are crafted with readily biodegradable ingredients and reduced plastic packaging, aligning with environmental sustainability goals.
Scheduled to debut on July 1st, the campaign includes a compelling film complemented by premium display digital executions. Shortened versions for social media platforms, including 6-second and 15-second cuts, will enhance visibility. Retailer partnerships feature prominently with placements in OOH Coles Front of Store Screens, a full-page ad in Woolworths Fresh Magazine, banners on Woolworths Online, and point-of-sale displays at bus stops in stores. PR efforts will amplify the campaign through media outreach, engagement with content creators, distribution of media kits, and collaboration with influencers to generate supportive content.
Breaking away from conventional approaches in the category, the advertisement showcases an Australian family effectively combating challenging stains, highlighting the distinctive stick-shaped capsules. The campaign emphasizes the capsules’ unique form and vibrant packaging to enhance recall and consumer engagement at retail shelves.
Annie Price, Executive Creative Director at Communicado, remarks, “The distinctive stick shape of the capsules inspired our creative direction. With just a few seconds to capture shoppers’ attention, our aim is for consumers to instantly recognize ‘the stick-shaped one’. Our campaign uses Australian vernacular to rally families nationwide to ‘stick it to stains’ once and for all.”
Angela Marriner, Associate Director – Grocery at Kao Australia, adds, “Our innovative power capsules mark a breakthrough in the Australian market, offering consumers a simple yet powerful solution for laundry cleaning. We aimed for a compelling campaign that stands out in the crowded laundry category, resonates with Australian families, and ensures memorable engagement across all touchpoints.”
This campaign represents Kao Australia’s commitment to delivering innovative cleaning solutions while addressing consumer preferences for effective, environmentally friendly products.
- Client: Kao Australia Pty Ltd
- Brand Manager (KAO): Mary He
- Associate Director (KAO): Angela Marriner
- Creative Agency: Communicado
- Directors: Kerrie Ryan & Lucy Houldsworth
- Executive Creative Director: Annie Price
- Writers: Annie Price & Simon Fleming
- Art director / Associate CD: Simon Fleming
- Integrated Client Director: Nicki Cole
- Account Manager: Sasha Tonkes
- Integrated Strategist: Daniel Hedger
- Retouching (for static assets): Aaron Foster
- Head of PR: Fiona Mullen
- Account Manager: Elif Yilmaz
- Head of Content & Social: Anna Barham
- Digital Producer: Amy Greer
- Social Media Specialist: Pippa Russell
- Production company: ETB
- Director: Olivia Altavilla
- Producer: Samantha Haines & Lauren Burgueono
- Editor: Jack Ralph
- Sound: Squeak E. Clean Studios
- VO talent: Susie Youssef