The Calorie Absorber Pro

8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]

Links:

Product/Service:

Scott Calorie Absorb Kitchen Towels

Client:

Kimberly-Clark Trading (M) Sdn. Bhd.

Brief:

Scott Calorie Absorb Kitchen Towels has been in the market for a while, with its incredible ability to absorb up to 127 calories per sheet. But the kitchen towel category is just about as mundane as the product itself. A category that's bland, cliche and frankly, talked about by no one. One google search on Kitchen Towels and all you'll find is a mother wiping down stains off kitchen counters with a kitchen towel. So, we needed to disrupt it and give our product relevance again in the lives of people.

Solution:

To do so, we found the opportunity in a report released by the World Obesity Atlas in 2023 - Malaysia is the most obese country in Southeast Asia with 50.1% of our adult population identifying as obese. But the problem isn't that they're not trying to lose weight. The problem lies in how they're doing so. Fat burners. Diet pills. Advertised as miraculous products by the fitness industry but scientifically proven to be ineffective and even harmful by doctors and experts.From this, we saw an opportunity to reposition Scott Calorie Absorb Kitchen Towels from a humble household product to an innovative health supplement by repackaging our Scott Calorie Absorb Kitchen Towels to look like a range of health supplements called The Calorie Absorber Pro: The world's first health supplement that can actually absorb up to 127 calories per serving (or sheet).We started by redesigning and repackaging our Scott Calorie Absorb Kitchen Towels to look like a range of health supplements, from the pac

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