#LoveLaundryNight (Breeze Sakura Drama)
9. Entertainment Kancils [9.4 Influencers & Co-creation]
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Links:
Product/Service:
Laundry Detergent
Client:
Unilever Breeze
Brief:
Because of longer working hours, urban Malaysians don’t do laundry in the day anymore - they do it at night.
Yet Malaysian laundry advertising continues to play on the age-old cliches of mums hanging laundry in the daytime, making it hard for Gen Z to resonate with laundry brands.
Solution:
To launch Breeze 2-in-1 Silky Sakura, the detergent brand tapped on superstar creator Kimberly Chuah to jump on the “TikTok, do your thing” trend, producing a 3-episode parasocial romcom #LoveLaundryNight. Set in a 24h dobi (laundromat), Kim brought Malaysians along on her search for love, even urging them to help her find and seal her jodoh with Abang Sado.
