Biozet Attack laundry detergent launches new ‘For a cleverer clean’ campaign via Communicado

In its latest creative project for client Kao Australia Pty Ltd, Communicado has launched a new brand campaign for Biozet Attack laundry detergent.

The new brand line ‘For a cleverer clean” is backed by science, technology and innovation, and positions Biozet Attack as a smarter laundry solution that delivers results. The campaign will roll out through paid Meta channels and comprehensively through strategic OOH locations around Australian shopping centres.

Featuring an eye-catching ‘brain’ made of common laundry items, it aims to change the way laundry detergents are presented and bring a bit of fun and wonder to a category that was in desperate need of a refresh.

Says Annie Price, executive creative director, Communicado: “When you can say it all in one compelling visual, you know you’re on a winner. It was amazing to work with the talented folk at The Craft Shop in New Zealand to bring this idea to life. I’m proud of the team for conceiving something so breakthrough for the category, we love where it landed and can’t wait to see it in the wild.”

Says Angela Marriner, associate director – grocery, Kao Australia: “We are thrilled with how this concept has come to life and we hope to capture the laundry audience’s imagination by leading with a very different way to talk about laundry.”

Biozet Attack, also known as Attack originates from Japan, where it is the #1 laundry brand.

Client:  Kao Australia Pty Ltd
Brand Manager (KAO):  Mary He
Associate Director (KAO):  Angela Marriner

Creative Agency: Communicado
Directors: Kerrie Ryan & Lucy Houldsworth
Integrated Client Director: Nicki Cole
Account Manager: Sasha Tonkes
Integrated Strategist:  Daniel Hedger
Executive Creative Director: Annie Price
Associate CD/Writer: Chris Buchanan
Associate CD/Art director: Simon Fleming

Production company: The Craft Shop, New Zealand
Projects Director: Ben Lockwood