Ogilvy Malaysia has launched a new campaign for Kimberly-Clark's Scott Kitchen Towel branded 'Calorie Absorber Pro'. This initiative puts a twist on the health and wellness market by turning ordinary kitchen towels into health-conscious products.
Malaysia, with its rich culinary tradition, faces significant public health challenges. According to the World Obesity Atlas 2023, Malaysia ranks as the most obese country in Southeast Asia.
So, among the plethora of nutritional supplements already flooding the market with claims of quick-acting health improvements, Scott wanted to reach out to consumers by rethinking the humble kitchen towel, a staple household item. We've identified creative opportunities to draw you into a healthy lifestyle.
Most traditionally used for drying and cleaning, the campaign uses a film to rebrand the towel as the ultimate fitness companion, ensuring the product contains no preservatives or artificial fragrances. It wiped out supplement advertising by claiming maximum absorption. 127 calories per piece. This ad features the towel in sleek protein container-style packaging, with a matte black finish and a font and design that mimics the look of a classic health supplement.
The aim is to change consumer perceptions by presenting kitchen towels not just as a cleaning tool, but as an important part of dietary management.
In addition to the physical rebranding, Ogilvy Malaysia collaborated with Musclemania for a major retail activation. The campaign is also supported by fitness influencers who demonstrated how to use the product and shared their stories about how the product is incorporated into their health regimen.
Campaign view: This campaign scores major points for creativity due to its novel concept. Packaging changes add an extra layer of appeal and bring your product to life in a tangible way that video alone can't match. Every consumer has seen the familiar sight of classic black health supplement containers and protein boxes on supermarket shelves at least once during their grocery shopping journey. , a new twist on kitchen towels from a similar brand. Certainly intriguing. However, whether these towels are placed in supermarkets can affect the effectiveness of the campaign. Being featured prominently in the health section can be critical to the impact they are aiming for.
What's notable about this campaign is the claim of 127 calories absorbed per sheet, which is marked as based on an in-house standard test method using corn oil. This raises some questions about the product's claimed overall effectiveness in other settings. Only consumer feedback on this campaign will tell if it straddles the line between quirky and effective. But kudos to the team for their innovative approach and to Kimberly-Clark for boldly experimenting with this method.
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Creative Agency: Ogilvy Malaysia
Chief Creative Officer: Adrian Miller
Executive Creative Director: Jazz Lee
Creative Director: Wendy Chiu
Senior Art Director: Lim Chia-Wei
Art director: Jin Han Liu
Junior Copywriter: Rudy Tan
Group Account Director: Coco Carreon
Senior Account Manager: Lillian Chee
Strategy Director: Sarthak Ranka
AV producer: Sentak Lu
Production company: Directors Think Tank
Executive producer: Pat Singh
Film director: Ayman Arif
Producer: Benedict Lazarou
DOP: Kelvin Hsu
Art Department: Jaejin & Devan
Production intern: Sha & Mashi
Equipment: TankQuip
Offline Editor: Kim
Online: Tank 3
Audio: Tank Music
Animation House: SEQ
CG Animation & Motion Graphics: Boey Chuew Wai
3D Modeling and Blocks: Vkhoon Tee
Animator/Director: Albert Chu
