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By Audrey Kemp, LA Reporter

May 23, 2024 | 3 min read

The lavender-scented staple from Latin America bursts on to the scene with ads that channel the genre’s fiery passion and gripping drama.

A new ad campaign dares to bring passion, drama and flair to the mundane world of household cleaning products. Enter Fabuloso, Colgate-Palmolive’s iconic lavender-scented cleaner, which has just launched ‘Dramatically Clean,’ a modern telenovela series that promises to leave your surfaces spotless and your heart racing.

The campaign, crafted by VML, directed by Traktor, and produced by Stink Films US, draws inspiration from telenovelas – Latin American drama series celebrated for their melodramatic plotlines and larger-than-life characters.

This style was a natural fit for a Fabuloso campaign, as the household cleaner has long been the favorite in Latin America and has amassed a cult-like following in the US.

Justin Roth and Jim Wood, group creative directors at VML, NY, go into further detail: “Fabuloso is truly like no other cleaning product, with a fanatically devoted fanbase (“Fabnatics,” as we like to call them) and a signature scent unlike anything else. We wanted to make sure we launched in the US with a campaign that didn’t feel like anything else in the category. So, we leaned into the brand’s Latin heritage and created a soap opera. Or should we say ‘2X concentrated, multi-purpose cleaner opera,’ which really allowed us to bring to life the joyous spirit of the brand and show how Fabuloso always delivers an over-the-top clean?”

The Dramatically Clean campaign is poised to widen Fabuloso’s lead in the liquid pour cleaner space by winning the hearts of consumers with its fun and exciting story that breaks through the clutter.

“Even though Fabuloso was born and beloved in Latin America, it has a huge following in the United States,” added Kristen Babkes, senior director, integrated marketing at Colgate-Palmolive. “We really wanted to find the right creative way to engage our fans and attract new consumers to grow brand awareness and love. Research shows American’s see cleaning as a stressful, messy and tedious chore, but with Fabuloso it doesn’t have to be. Cleaning can be dramatic in many ways, so with Fabuloso we give you the smell of clean and the dramatic reset all in one.”

Dramatically Clean kicks off with a bang as Fabuloso takes center stage in the premiere of The Kardashians season 5 on May 23 on Hulu.

The campaign will then make its presence felt across a variety of channels and platforms, ensuring that Fabuloso’s bold message reaches every corner of the media landscape. From TV spots to digital ads, the campaign promises high visibility and engagement.

To further amplify the excitement, a collective of mega and macro influencers on TikTok will share content on their own channels, with additional amplification through paid media and repurposing on Fabuloso’s own social channels. This initiative will roll out in mid-June, following the official launch of the Dramatically Clean platform.

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