The name, The Calorie Absorber Pro, got your attention didn’t it? The humble Scott Kitchen Towel has been given a new name, new packaging and a new purpose by Ogilvy Malaysia. The Scott kitchen towel, aka The Calorie Absorber Pro, is devoid of preservatives and artificial flavour and can absorb up to 127 calories per sheet.
The idea tackles Malaysia’s concerning reality. It is ranked as the most obese country in Southeast Asia according to the World Obesity Atlas 2023. In a landscape inundated with dietary supplements promising miraculous results, Ogilvy Malaysia identified an opportunity to define a new path to wellness.
Ogilvy Malaysia decided to reshape consumer perceptions of the kitchen towel by repackaging it as a vital health supplement.
The agency partnered with Muscle Mania for a strategic retail activation. The launch campaign highlights the innovative features of The Calorie Absorber Pro and demonstrates its use using the influence of fitness personalities. It features real-life testimonials, illustrating how individuals integrate The Calorie Absorber Pro easily into their fitness regimen.
The necessary health and wellbeing ‘supplement’ positioning aims to challenge the industry marketing norms and form a deeper emotional connection with consumers.
“We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond,” stated Martin Soong, marketing manager, Kimberly Clark.
“At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions,” added Jaz Lee, executive creative director, Ogilvy Malaysia
Credits:
Creative Agency: Ogilvy Malaysia
Chief Creative Officer: Adrian Miller
Executive Creative Director: Jaz Lee
Creative Director: Wendy Chiu
Senior Art Director: Lim Chia Wei
Art Director: Jing Han Liew
Junior Copywriter: Rudy Tan
Group Account Director: Coco Carreon
Senior Account Manager: Lilyan Chee
Strategy Director: Sarthak Ranka
AV Producer: SengTuck Loo
Production House: Directors Think Tank
Executive Producer: Pat Singh
Film Director: Aiman Aliff
Producer: Benedict Lazaroo
DOP: Kelvin Soo
Art Department: Jesjin & Devan
Production Interns: Sya & Mashi
Equipment: TankQuip
Offline Editor: Kim
Online: Tank3
Audio: Tank Music
Animation House: SEQ
CG Animation & Motion Graphics: Boey Chuew Wai
3D Modelling & Blocking: Vkhoon Tee
Animator Director: Albert Chew