Kao Resesh: Flower Shock Experience
Campaign details
Brand owner: KaoLead agency: I&S BBDOBrand: ReseshCountry: JapanIndustry Laundry productsMedia: Internet - microsites, Online video, Social media, TelevisionBudget: 500k - 1 million
Executive summary
This is a campaign for launching a new fabric freshener with fresh flower fragrance.
There are numerous existing competitor products in the fabric freshener category, so the important point for this campaign is to focus on the extent to which it could remain in memories of consumers.
The campaign targets young women (who have a high...