Say Hello to the ‘Calorie Absorber Pro’ from Scott

“The new Scott Calorie Absorber Pro campaign transforms a kitchen essential into a health solution.”

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A new campaign from Ogilvy Malaysia for Kimberly Clark’s Scott Kitchen Towel notes that while Malaysia is celebrated for its rich and diverse culinary heritage, it ranks as the most obese country in Southeast Asia according to the World Obesity Atlas 2023.

Armed with this insight the brand has launched “The Calorie Absorber Pro” campaign for l, taking a unique approach to health and wellness.

In a landscape inundated with dietary supplements promising miraculous results, Ogilvy Malaysia identified an opportunity to define a new path to wellness and reshape consumer perceptions of the humble kitchen towel by repackaging it as a vital health supplement – The Calorie Absorber Pro.


 

A product devoid of preservatives and artificial flavours, and can absorb up to 127 calories per sheet!

 

The brand partnered with Muscle Mania for a strategic retail activation. The launch campaign highlights the innovative features of The Calorie Absorber Pro and demonstrates its use. Leveraging the influence of fitness personalities, the campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate The Calorie Absorber Pro into their fitness regimen.


 

“We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond”, said Martin Soong, Marketing Manager, Kimberly Clark.

Jaz Lee, Executive Creative Director, Ogilvy Malaysia, added “At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions.”


Credits

Creative Agency: Ogilvy Malaysia
Chief Creative Officer: Adrian Miller
Executive Creative Director: Jaz Lee
Creative Director: Wendy Chiu
Senior Art Director: Lim Chia Wei
Art Director: Jing Han Liew
Junior Copywriter: Rudy Tan
Group Account Director: Coco Carreon
Senior Account Manager: Lilyan Chee
Strategy Director: Sarthak Ranka
AV Producer: SengTuck Loo
Production House: Directors Think Tank
Executive Producer: Pat Singh
Film Director: Aiman Aliff
Producer: Benedict Lazaroo
DOP: Kelvin Soo
Art Department: Jesjin & Devan
Production Interns: Sya & Mashi
Equipment: TankQuip
Offline Editor: Kim
Online: Tank3
Audio: Tank Music

Animation House: SEQ
CG Animation & Motion Graphics: Boey Chuew Wai
3D Modeling & Blocking: Vkhoon Tee
Animator Director: Albert Chew

 

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