• by Fern Siegel , May 28, 2024

Colgate-Palmolive wants to make America a little cleaner.

It's launching “Dramatically Clean” to promote the lavender-scented Fabuloso 2X Concentrated Multi-Purpose Cleaner. Fabuloso is a popular cleaner in Latin America and is gaining visibility in the U.S.

The brand tapped VML to create a series of spots to widen Fabuloso’s lead in the liquid-pour cleaner space in the U.S. The agency utilized the telenovela genre, created over-the-top ads featuring “The Fabulosos.”

The campaign will kick off at the beginning of “The Kardashians” season 5 premiere, May 23, on Hulu. It also leverages mega and macro influencers on TikTok to drive awareness for the multi-purpose cleaner. Content will be posted on influencer channels, paid media and repurposed on brand-owned social channels. 

The influencer program will roll out mid-June, following the launch of the "Dramatically Clean" platform.

VML worked with the director group Traktor and Stink Films US to create The Fabuloso ads. Two of the 30-second spots include "Last Will" and "Amnesia."

Justin Roth and Jim Wood, group creative directors, VML, NY, said: “Fabuloso is truly like no other cleaning product, with a fanatically devoted fanbase (“Fabnatics,” as we like to call them) and a signature scent unlike anything else. So we leaned into the brand’s Latin heritage and created a soap opera. Or should we say a “2X concentrated* multi-purpose cleaner opera.” 

VML's client roster includes Breyers, Coca-Cola and Seki Milk.