Procter & Gamble, Singapore’s FAB laundry powder latest ad campaign has won Bronze Press award at Cannes International Advertising festival. It is an interesting campaign. The food and cloth have been blended together, emphasizing that there no need to be cautious while grabbing a bite. The tag line goes: “Makes stain look harmless”.

It must be challenging to come up with innovative campaigns to sell laundry powder. There are far too many brands vying for customer’s attention. The selling point of each product is almost same: ability to clean the fabric, remove stains and guard the colours. Yet creative teams come up with different interesting campaigns, making the same point but differently. This FAB ad was developed by Leo Brunett/ARC Worldwide, Singapore.

Procter and Gamble is a renowned and widely visible brand with a range of consumer products. They seem to spend a lot on advertising and marketing. Their campaigns always highlight their product’s utility. The award also suggests that they never compromise on quality; they rope in best talent even for advertising campaigns!

Via The Inspiration Room Daily