Pine-sol launches new campaign.

On Monday November 16, The Clorox Company will launch a new TV campaign for the Hispanic market created by Alma DDB in which Pine-Sol will put four traditional cleaning fragrances to really work, so that they do much more than just aromatize.

The commercials will launch nationally on Univision during the telenovela “Sortilegio” at 9:00 P.M and during El Show de Cristina as well, at 10:00 P.M.

With the “Get to work” campaign, Pine-Sol is communicating once again with U.S. Latino consumers in a humorous tone, by focusing in on a scent-based character in each TV spot: “Limón Sillón” (Couch Lemon), “Diva Lavanda” (Diva Lavender), “Olé Olá” (Hurray Wave), and “Naranja ja-ja” (Orange ha-ha).

These characters represent four of the most common cleaning fragrances: lemon, orange, lavender, and ocean. The campaign shows how, in the hands of other brands, which are considered products that only make things smell nice but not really clean, these characters are only idle, lazy, and frivolous scents. But in Pine-Sol’s hands, they become hard-working deep cleaners. The message is simple: “Only Pine-Sol puts fragrances to work”.

“This new campaign is a fresh new way to communicate product benefits in a relevant and distinctive way. Our team in San Francisco found the “essence” of a great idea”, said Luis Miguel Messianu, President and CCO of Alma DDB.

The primary objective of the campaign is to get consumers to try a Pine-Sol scented cleaner they have never tried before.

Under the creative direction of Raymundo Valdez from Alma DDB San Francisco, the campaign was directed by Matías Moltrasio (Landia) in Buenos Aires. This coming Monday, during the launch of this campaign, viewers will get to see all four fragrance stories together in the same program.

The campaign was developed by Francisco Guijarro, ACD, Diego Colombo, and Mariana Mucci, director of production, and producer, respectively.

To view creative CLICK on link below:

http://www.almaddbepk.com/news2.php?id=35>