Bleach Beasts by TBWA Nairobi for Ace

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Bleach Beasts

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market Kenya
Agency TBWA Nairobi
Executive Creative Director Jimmy Geeraerts
Released June 2013

Credits & Description

Advertised brand: ACE Bleach
Advert Title: Bleach Beasts
Advertising Agencies: TBWA East Africa, Nairobi, Kenya 
Executive Creative Director: Jimmy Geeraerts
Art Director: 
Michael Omondi
Copy Writer: 
Mark Kovalevsky
Published: April, 2013
Short Rationale: 
Bleaches in the Kenyan market are all virtually the same, to the point that many of the different brands are produced in the same factory.  There is no need to describe how bleach works, everybody knows.  And our product does exactly the same thing as its competitors.  The challenge for ACE is primarily brand recognition.  In conjunction with some new packaging, we decided to relaunch the brand with a startling new image.  Instead of the standard “schoolkid in a gleaming white uniform” or “businessman in dazzling white shirt” we chose to have a little bit of fun and highlight the whitening properties by using animals that would look very different if they were dipped into ACE bleach!  Easy to understand and very different from the mundane campaigns from competitors.