Vanish and BETC Havas have launched its their ‘Oxi Action’ formula with a national campaign. The communication focuses on the adoption of quick cycles in washing machines to introduce the product.

In the film, the relationship between speed and efficiency is represented by a duel between a dried stain and a mother with a hectic routine. Vanish enters the scene to communicate that, according to the brand, the new formula removes dried and stubborn stains even in quick wash cycles.

“For Vanish, innovation stems from observing how people live and the challenges they face every day. The new Vanish Oxi Action formula was created precisely to respond to a concrete change in the way people wash clothes. The campaign is the way we found to translate this innovation to the consumer, showing that technology only makes sense when it makes people’s routines easier,” explains Ricardo Monteiro, Vanish marketing manager.

Vanish ‘Turn The Tide With Vanish’ 30 Seconds:

The campaign features a 360° communication strategy, with a presence on broadcast TV, connected TV (CTV), streaming platforms, digital media, social networks, creators, retail media, and public relations. The content also takes on formats developed specifically for streaming platforms, expanding the brand’s presence in entertainment environments and bringing the conversation closer to consumers’ daily lives.

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