Under the concept “Clothes live longer with Vanish”, it invites consumers to use their garments more.
The brand seeks to raise public awareness and promote more sustainable consumption habits Fiji Email Address
“Vanish has always been there to make the little problems go away. But now they take on a bigger challenge ”.
That is the declaration of intent that the detergent brand launches in its latest advertising campaign. Hand in hand with the creative agency Havas London, the Reckitt group firm presents a new positioning focused on sustainability. Under the claim “Clothes Live Longer with Vanish”, (Clothes live longer with Vanish), the brand leaves behind the “Trust Pink” concept. Forget Stains ”and launches a message focused on combating waste and inviting consumers to wear more their clothing.
The piece seeks to reflect the volume of garments wasted each year
The centerpiece of the campaign, which falls under the umbrella of the “Rewear” concept, features a city buried under large mounds of clothing towering over skyscrapers. With this image, creativity, which receives the title of “Vanishing Point”, seeks to reflect a shocking figure: many of us only use our clothes ten times before throwing them away, which contributes to the more than 90 million tons of waste. clothes that go to the landfill every year.
“By protecting the garments we like for longer, cleaning stains and reinforcing colors, we can all spend less and wear more,” explains the announcement of the spot. “Vanish continues to make problems disappear, only now he does it with those who are bigger and more important,” concludes the young protagonist of the ad before entering a public laundry. With this message, the brand seeks to promote a change in habits and behaviors among users and contribute to the establishment of more sustainable consumption models socialposts.