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Henkel breaks new Sunlight campaign

Henkel Canada has begun a new campaign for its Sunlight line of cleaning products. Developed by Juniper Park TBWA, the campaign is intended to deviate from the scientific claims about effectiveness usually used in marketing for cleaning products to focus on a personal story about household chores. The depicts a Nigerian family that has recently moved to Canada and their efforts to establish a new home. The national campaign consists of television, online video and social media advertising. It will run until Dec. 11. Media work is being handled by UM Canada.

“People don’t overthink their household purchases, so we were conscious not to overthink this campaign,” said Neil Walker-Wells, group creative director at Juniper Park TBWA. “Our aim was to demonstrate how Sunlight supports families during the big moments in life, whether that is a new house, a new school, or making a new country a home, which is the story we decided to illustrate in this spot. While strategy and testing played an important role in its development, we used these to build an engaging story that doesn’t feel like an ad, but still clearly has the brand and the product at its heart.”

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