Ogilvy Malaysia has launched 'Calorie Absorber Pro' for Kimberly-Clark's Scott Kitchen Towels.
Although Malaysia is known for its rich and diverse food culture, it also faces the alarming reality of being ranked as the most obese country in Southeast Asia according to the World Obesity Atlas 2023. With a flood of nutritional supplements promising miraculous results, Ogilvy Malaysia says: We identified an opportunity to define a new path to health.
Ogilvy Malaysia decided to change consumer perception by repackaging the humble kitchen towel as Calorie Absorber Pro, an important health supplement. The product contains no preservatives or artificial flavors and can absorb up to 127 calories per slice.
They partnered with Muscle Mania for a strategic retail activation. The launch campaign will highlight the innovative features of The Calorie Absorber Pro and demonstrate how to use it. The campaign leverages the influence of some of the biggest names in the fitness world, showcasing real-life testimonials and showing how individuals can seamlessly incorporate Calorie Absorber Pro into their fitness plans.
By positioning Kimberly-Clark's Scott Calorie Absorb Pro Kitchen Towel as a necessary “supplement” in the pursuit of health and wellness, Ogilvy Malaysia is challenging industry marketing norms and connecting consumers with deeper emotional needs. We aim to form connections.
“We are excited to partner with Ogilvy Malaysia on this truly innovative campaign. It also aligns with our commitment to promoting healthier lifestyles in the United States,” said Martin Sun, Kimberly-Clark Marketing Manager.
“At Ogilvy, we are committed to turning the ordinary into the extraordinary. The Calorie Absorber Pro campaign embodies our commitment to innovation and purpose-driven marketing. Scott Calorie Absorber Kitchen Towel by Kimberly-Clark By reimagining it as a health supplement, we have proven the power of perspective to reshape consumer perceptions,” said Jaz Lee, Executive Creative Director, Ogilvy Malaysia.
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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: Sya & 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
