Kuala Lumpur, Malaysia – Multinational personal care company Kimberly-Clark has partnered with Ogilvy Malaysia to launch its latest 'Scott Calorie Absorber Pro' campaign, taking a new approach to health and wellness with Scott Kitchen Towels.
The latest campaign changed consumer perception by transforming a humble kitchen staple, a kitchen towel, into an important health supplement. Labeled and repackaged as “The Calorie Absorber Pro,” the kitchen towels now contain no preservatives or artificial flavors, and can also absorb up to 127 calories per towel.
The idea behind Ogilvy Malaysia's campaign is based on the latest data showing that Malaysia is grappling with the alarming reality that Malaysia is ranked as the most obese country in Southeast Asia according to the World Obesity Atlas 2023. It's rooted. With this, the advertising agency is redefining itself. Health is not just based on a plethora of nutritional supplements that promise miraculous results.
Ogilvy Malaysia partnered with Muscle Mania for a strategic retail activation, leveraging the fitness personality's influence to highlight and demonstrate the innovative features of 'Calorie Absorber Pro'. The campaign features real-life testimonials and shows how individuals are seamlessly incorporating 'The Calorie Absorber Pro' into their fitness plans.
By introducing Kimberly-Clark's Scott Calorie Absorb Pro Kitchen Towel as an essential 'supplement' on the path to health and wellness, Ogilvy Malaysia is subverting industry marketing practices and engaging with consumers more. You are trying to develop a strong emotional bond.
Martin Soong, Marketing Manager, Kimberly-Clark“We are excited to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only highlights the innovative features of our product, but also helps us to increase the It also aligns with our commitment to promoting healthy lifestyles.”
Jaz Lee, Executive Creative Director, Ogilvy Malaysiaalso said, “At Ogilvy, we are committed to making the ordinary extraordinary. The Calorie Absorber Pro campaign embodies our commitment to innovation and purpose-driven marketing. Kimberly-Clark's Scott Calorie Absorber Kitchen By reimagining the towel as a health supplement, we demonstrated the power of perspective to reshape consumer perception.”
