A mystery has taken over Bridgerton. All the flowers have disappeared and Brimsley, the queen’s loyal squire, (aka actor, Hugh Sachs) is searching the palace to solve it. A cloaked woman is seen running from the palace with a bouquet in her arms. Where is she going?…

…It is so unusual for a laundry product to step outside the practical in its campaign. Dark Kitchen Creatives and Netflix’s Brand Partnership team have found the key to making Unilever fabric conditioner brand, Comfort, stand out in Brazil. They’ve enveloped the brand’s fragrance promise in a mystery story with all the evocative visual majesty of the Bridgerton world.

The mystery of the missing flowers is solved when Brimsley follows the woman to discover they are being used to create the fragrance in  Comfort Segredos Bridgerton.

The fragrance was created to be the “essence of the romances and secrets” that surrounds the characters, “combining the mystery of red fruits with the nobility of roses and the delicacy of lily of the valley, with a sweet and enveloping vanilla base”.

“Bringing Hugh Sachs to the centre of the narrative was a strategic decision to connect Bridgerton’s aspirational universe to Comfort’s most fragrant royal secret. With his discretion, dedication, and as the queen’s main confidant, Brimsley is the perfect link to lead this story. The campaign combines high fragrance performance with a sensory experience worthy of royalty, transforming the laundry routine into a moment of indulgence,” explained Larissa Rezek, fabric conditioners marketing manager at Unilever Brazil.

The production by MyMama was filmed on a sustainable set, employed 120 professionals and used 26 metresof natural flowers which, after filming, were distributed to the crew and suppliers, avoiding waste.

Media focusses on digital channels, social media, strong influencer presence, and sensory activations during Carnaval to bring the “fragrance of royalty” to the Brazilian public. The campaign reinforces Comfort’s social-first vision, seeking to be where culture and conversations happen, connecting with consumers in a natural and genuine way.