The new SCOTT CALORIE ABSORBER PRO campaign transforms a kitchen essential into a health solution
Kuala Lumpur, Malaysia – 15 April 2024 – Ogilvy Malaysia has launched “The Calorie Absorber Pro” campaign for Kimberly Clark’s Scott Kitchen Towel, taking a new, entirely unique approach to health and wellness.
Malaysia is celebrated for its rich and diverse culinary heritage, yet it grapples with a concerning reality – being ranked as the most obese country in Southeast Asia according to the World Obesity Atlas 2023. In a landscape inundated with dietary supplements promising miraculous results, Ogilvy Malaysia identified an opportunity to define a new path to wellness.
Ogilvy Malaysia decided to reshape consumer perceptions of the humble kitchen towel by repackaging it as a vital health supplement – The Calorie Absorber Pro. A product devoid of preservatives and artificial flavours, and can absorb up to 127 calories per sheet!
They partnered with Muscle Mania for a strategic retail activation. The launch campaign highlights the innovative features of The Calorie Absorber Pro and demonstrates its use. Leveraging the influence of fitness personalities, the campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate The Calorie Absorber Pro into their fitness regimen.
By positioning Kimberly Clark’s Scott Calorie Absorb Pro Kitchen Towel as a necessary ‘supplement’ in the pursuit of health and wellness, Ogilvy Malaysia aims to challenge the industry marketing norms and form a deeper emotional connection with consumers.
Martin Soong, Marketing Manager, Kimberly Clark:
“We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond.”
Jaz Lee, Executive Creative Director, Ogilvy Malaysia:
“At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions”.
Campaign Credits:
– Creative Agency: Ogilvy Malaysia
– Chief Creative Officer: Adrian Miller
– Executive Creative Director: Jaz Lee
– Creative Director: Wendy Chiu
– Senior Art Director: Lim Chia Wei
– Art Director: Jing Han Liew
– Junior Copywriter: Rudy Tan
– Group Account Director: Coco Carreon
– Senior Account Manager: Lilyan Chee
– Strategy Director: Sarthak Ranka
– AV Producer: SengTuck Loo
– Production House: Directors Think Tank
– Executive Producer: Pat Singh
– Film Director: Aiman Aliff
– Producer: Benedict Lazaroo
– DOP: Kelvin Soo
– Art Department: Jesjin & Devan
– Production Interns: Sya & Mashi
– Equipment: TankQuip
– Offline Editor: Kim
– Online: Tank3
– Audio: Tank Music
– Animation House: SEQ
– CG Animation & Motion Graphics: Boey Chuew Wai
– 3D Modeling & Blocking: Vkhoon Tee
– Animator Director: Albert Chew
About Ogilvy
Ogilvy has been creating impact for brands through iconic, culture-changing, value-driving ideas since the company was founded by David Ogilvy 75 years ago. It builds on that rich legacy through Borderless Creativity – innovating at the intersections of its advertising, public relations, relationship design, consulting, and health capabilities with experts collaborating seamlessly across over 120 offices in nearly 90 countries. Ogilvy currently ranks as the #1 global agency network for creative excellence and effectiveness by WARC, signifying its ability to deliver creative solutions that drive unreasonable impact for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook.
About Kimberly Clark
Kimberly Clark is a global leader in personal care and consumer products, committed to providing innovative solutions that enhance everyday life. With a portfolio of trusted brands, including Scott, Kimberly Clark strives to make a positive impact on communities worldwide.
