Positively Radiant: PZ Cussons’ iconic brand relaunches in new campaign via DDB Melbourne
In a bid to shake up the laundry category and break convention, PZ Cussons, via agency DDB Melbourne, will relaunch its iconic brand ‘Radiant’ this week. This will be driven by fresh new packaging, product innovation through the introduction of ‘Radiant Gel’, and a new TV campaign.
Airing this Sunday June 5th, the new Radiant TV campaign will kick off with the ‘Positively Radiant’ tag line.
Says PZ Cussons Radiant Brand Manager, Shmonie Darmo: “Radiant’s packaging makeover was designed to evolve the brand in a unique, modern and ownable way. The logo, now brighter, larger and the hero of the rebrand, makes it easy for consumers to find the product on shelves.
“To make the distinct logo and fluid rainbow stand out even more, it was critical to simplify the design, strip away all unnecessary information and turn the famous Radiant Red up a notch to an even brighter vibrant red. All of these changes helped to bring the ‘Positively Radiant’ statement to life.”
“When creating the ad, we wanted to break the mould and leave stereotypical laundry imagery behind. The Radiant TVC is based on the emotional result of clean clothes, rather than the rational process of washing them.
“The ad depicts a young boy gaining the confidence to take a seat on the school bus next to the girl of his dreams, knowing his clothes have been washed in Radiant. Using digital animation to turn the young boy’s humble school shirt buttonhole into the moving mouth of a Delta Bluesman, the song ‘I’m a Man’ perfectly reinforces his journey from boy to manhood, and provides a classic accompaniment to our hero’s walk down the aisle.”
Advertising Agency: DDB Melbourne
Production Company: 8com
Offline Edit: MRPPP/Michael Hoolihan
Online / Animation: Illoura
Sound Music: Level 2/Electric Dreams
Sound/Engineer: Flagstaff Studios
Public Relations: Agent99 PR
22 Comments
Sorry, but that is positively rubbish.
Wow.
It’s like the Tide Talking Stain ad.
Only shit.
The ads OK. whatever.
But the music is actually amazing. If this is a re-record then a big thumbs up in nailing the voice and production. If it’s an original recording, then -who is it? An excellent version and would love to hear the whole song. (sorry, it’s the blues nerd in me)
I must contact Level 2/Electric Dreams
Yep. That’ll shake up the laundry category and break convention. For sure.
poop
Stinks
Tide, people.
Tide.
You got to be joking.
This is total crap. The tag line should be…..
Radiant, the viagra for 13 year old boys.
The ‘just farted’ promo shot is better than the ad.
Just listen to all you sad retards who haven’t got an idea up since struggling crack an award school brief.
This really is dull and poor creative work indeed.
No wonder no agency names were included.
6.49, judging by your tone, you must actually think this is good. Which means you either work for the agency or production company. Either that or you seriously need to attend award school and perhaps learn something.
As for the client, I am sorry. You have been sold a pretty pup. Nice music perhaps but dreadful and very lazy positioning line.
Of late I have seen nothing remotely great come out of DDB Melbourne on this blog.
I wonder how long it will be before another client does an ANZ and moves elsewhere?
Such an awful category and this is cute and fun.
@1:19… you can’t be serious…you’re either someone from Level Two, or retarded.
“I must contact Level Two” bahahahaaaa, good one Karl.
Rubba wrote it
Not the greatest ad ever but good job. No doubt a very tough client.
It’s just an ad people, take it easy. An ad. It screens on tv and people get on with their lives, something you hilarious people may want to look into.
It has to be said. When you compare the output of the two creative departments now fronted by the former ‘Power Couple’, it’s easy to see where the talent was.
9.25pm, it is not an awful category. Just an awfully challenging category. However this doesn’t mean you have to turn out rubbish like this tvc. Check out the Tide Talking Stain campaign, (on YouTube). 30 sec executions, simply done, funny and truly category breaking. Unlike the Radiant spot, they actually do have a relevant idea and a creative device that actually cues product performance. The Tide talking stain has a purpose and a reason for being in a laundry detergent ad. The Radiant singing buttonhole is simply borrowed interest at best and at worse, perhaps an ill-conceived, very dumb rip off of the Tide work.
Positively Radiant? Wow, is that the category breakthrough positioning line? How much did the client pay for that 5 minutes of genius? Not much I hope. A lazy response from the agency. Embarrassing actually when you compare it to OMO’s ‘Dirt is Good’ campaign line.
9.09am, I find it hard to believe DDB wrote this crap. (It’s hard enough to comprehend that such a bad script was even presented to the client!)
9.23am, you’re right. It’s just an ad. A bad one at that. However, this is an advertising blog and some ‘delusional folks’ decided it was an ad worthy of promoting to the advertising community. I also agree with you that when this particular spot screens on tv, people will get on with their lives.
This is a bloody hard category. Compare it to all the other Aussie ads in the category and at least this is simple, different in the category, yet will still appeal to mums. As far as the endline, sure it’s basic but the end device might even make you remember the brand. I don’t work there, I just think before you go slagging this off please post your ad in the washing powder category.
Australian creatives as a whole have little to offer the world when it comes to creativity.
2.34pm…and your point is?
What? You can’t comment or have an opinion on the Radiant spot unless you have done a washing powder ad?
Mental.
Look nobody is denying it’s a tough category but this particular ‘piece of creative’ is woeful.
Different in the category… really?
White bus…white shirt…Positively Radiant.
Versus celebrating mud and having fun getting dirty. OMO. Dirt is Good.
A Radiant singing button hole instead of a Tide talking stain doesn’t make it category busting either.
The best of a bad bunch in Australia you reckon. So what? It still doesn’t change the fact that this is a cringeworthy creative spot.
Recalled and loved by mums? Well Radiant is not a new brand, been around for years, so you would expect the brand to be remembered. And certainly hope, for the client’s sake, that mums vote for it with their purses at the checkout. We shall see.
Look 2.34pm, if you think the Radiant spot is good… that’s great!
(Hey, you might even land a job at DDB with that attitude.)
Others however may have the opposite opinion.
And do.
It took TWO YEARS to get this up??????
does anybody know the name of the girl sitting down??????