Vanish Australia dares Aussies to rewear their clothes in latest campaign via Host/Havas
Vanish Australia this month launches a challenge to Australians to #DareToRewear their clothes, with confidence, thanks to its new-look Vanish Napisan Gold Multi Power in a new campaign from Host/Havas.
From the insight that more than 500 million kilos of unwanted clothing end up in landfill every year (equating to a 20 kilo suitcase per person!), Vanish has launched the #DareToRewear challenge to encourage Australians to rewear clothes instead of buying new, in a bid to help prevent textile waste.
The new look Vanish Napisan Gold Multi Power is a product to help breathe new life into Australians’ clothes, being a gold-standard laundry booster that’s more than just a stain remover. Four core benefits include removing stains even in cold water, keeping colours looking great, removing odours in soaking, and antibacterial soaking capabilities, helping Aussie’s wardrobe favourites live many lives, through rewearing rather than ending up in landfill too soon.
As the cost of clothing decreases through high and fast-fashion outlets, many shoppers choose to consistently buy new and get that dopamine hit when clicking ‘Add To Cart’. However, the long-term impact of impulse buying has seen the fashion industry become one of the highest polluters in the world. In Australia alone, 6,000 kilograms of textiles are dumped in landfill every 10 minutes.
To spotlight this important issue, Vanish has launched a challenge to Australians to #DareToRewear their clothes, with confidence. The challenge asks Aussies to rewear clothes they have in their closets, with the help of Vanish, instead of buying new, in a bid to help keep clothing in circulation for longer.
Celebrity baker, Katherine Sabbath, first-time dad, Cameron Merchant, and fashion designer, Yasmin Jay kick off the #DareToRewear challenge with Vanish via a series of TVCs and online spots in coming months, with each testing out the new-look Vanish Napisan Gold Multi Power on wardrobe favourites in their closet.
Says Katherine Sabbath: “I know I wasn’t alone in having items in the back of my closet that I was emotionally connected to and couldn’t bear to part with, despite them being stained or smelly. Thanks to Vanish Napisan Gold Multi Power and the #DareToRewear challenge, I now feel as though they – and I – have a new lease on life. Plus, it feels good to re-wear gorgeous dresses that I already have access to.”
Says Saurabh Jain, marketing director, RB Hygiene ANZ: “As the market-leading brand in stain removal, Vanish has the opportunity to change consumer behaviour to drive responsible consumption with the ambition of helping to reduce clothing waste from entering landfill each year, if only we dare to re-wear the items we already have in our closets. Aussies can trust Vanish Napisan Gold Multi Power to remove stains and odours (in soaking) while keeping the colours looking great, to give our existing clothes a new lease on life and help reduce the number of textile items entering landfill each year.”
Brand: Vanish Australia
Campaign: #DareToRewear
Marketing Director: Saurabh Jain, RB Hygiene
Category Manager: Pim Bolyn, RB Hygiene
Brand Manager: Julie Nguyen, RB Hygiene
Assistant Brand Manager: James Oxford, RB Hygiene
Creative: Host/Havas
Production company: Guilty
Director: Dom Allen
Sound: Song Zu
Talent: Katherine Sabbath, Cameron Merchant, Yasmin Jay
14 Comments
Why, why do this and why PR it.. This is awful.
The problem of fast fashion contributing to landfill is an interesting and powerful problem to solve. Suggesting that Vanish can be the solution to said problem is a reach. Why PR this?
Because we get paid by brands. That’s why they pay us, and why the agencies pay us. Contrary to the fact that we all think it should be about awards or creativity, it ain’t. It can be. But sadly, it’s not. Once you understand that we work for businesses, and this is about ‘business’ you’ll get it, and realise that you should use your creative brain to come up with great ideas that help you to help set your future up. Sadly, I’m now one of those ‘old’ creatives who didn’t see the writing on the wall many moons ago, and whilst I’m still working at big brand name agencies, I’ve been left behind in more ways than one. Agencies PR this kind of work to appease the brands they do business with, which pays our bills, mortgages and excesses.
Sadly, PR THIS is coming to the same conclusion as many of us who have many years of experience. And we are the same people who chased awards when we were younger.
I don’t know if this campaign is proving to be effective, but kudos to them for holding the line on a direction and pumping out more executions.
Yes, it’s the tried & tested before and after demo, but in this category, surely the fundamental consumer question is ‘will the product get stains etc out?’
The individual commercials look clean and attractive, the talent looks good, lso whilst the commercials don’t set the world on fire for originality or creativity, I think they’re reasonably serviceable.
Few washing powder commercials will ever come up to the standard of Jane Caro’s lipstick phone number commercial.
At least this campaign has a solid consistency of messaging.
Surely the sound could have been deverbed, even if it wasn’t recorded properly in the first place.
RB are the worst marketers in Australia and it’s not even close. Two hashtag campaigns in one week, so out of touch…
If the ambition is to reduce landfill, why isn’t it at all mentioned in this spot? Or even part of the idea?
Like, you could have scavenged clothes from landfill, washed it with that stuff and then ‘re-wear’ it. A way more believable product demonstration than this celebrity approach, with forced-fed lines and a stained (faked) top they most likely don’t even own.
Who comes up with these excruciating add campaigns. Is there any research or even customer surveys into what a viewer will tolerate. Its mute and mute again for me any time a Vanish add comes on the TV and I’m not the only one I know who keeps the remote at hand.
This campaign is just appalling, for 3 reasons:
1) Who keeps dirty clothes… somewhere… for extended periods? NOBODY DOES THIS! We wear the clothes, WASH the clothes, and put them away. And then they just stop getting chosen, until eventually you decide to ditch then because they are taking up space.
2) The claimed concept (avoiding landfill is completely absent. I like the concept – it resonates, but that ads NEVER connect to the concept.
3) Who are the people? “Influencers” Why are these people on a television ad? Why are they being screened on Bargain Hunt? 🤷🏻♂️
It’s a swing and a miss X3.
Ever heard of Monica Lewinsky?
This promotion is a joke!
1. Who buys clothes, wears them, then throws them out/ gives them away etc.. then buys new clothes?- that’s what ‘dare to re-wear’ infers. Ridiculous!
2. Who has clothes with stains on them from months ago? Nobody! Totally unrealistic!
3. The concept is meant to prevent clothes being bought new and to prevent more waste going into landfill. WRONG way of doing it! Totally on the wrong path!
4. Also, I personally can’t stand so-called ‘influencers’ with their fake speeches, bright-white teeth, weird hair cuts, fake one-liners that these people are being told to say, with ugly clothes they don’t even own..
5. Very bad campaign which annoys people and the whole ‘dare to re-wear’ makes me think.. oh yeh, after I wear my clothes & I get a stain, I just put them in the bin and buy new ones… BLOODY RIDICULOUS!!! Do you actually have a clue what your customers/consumers want at all?? 🤷🏻♀️
not a very credible ad
its quite offensive that the makers of this product think that Australians are so gullible that they would believe its product will restore their clothes to like new. It is pretty obvious that two exact same garments are used in each ad – one artificially aged prior to the ad to make appear it has been owned a long time and the second presented as being the results of using Vanish Advanced. And even worse, its clear the people in the ad are reading from an autoque and not very well , at that. No bleach and that is essentially all Vanish Advanced is, can ever restore a garment to like new.
This is false advertising
Count the flowers before the soak
Then after the top has “stain removed “ top is covered in flowers
Do they take us as idiots, this has to be the dumbest commercial ever done, the delivery of these scripts is so fake, why on earth would you put a chioloate coated jumper in a cupboard to allow it to get smelly. These actors come across so clueless and pretentious