Laundry detergent brand Attach has launched the “Attack to Activate Freshness” campaign in Bangkok via CJ Worx, introducing a set of physical actions designed to demonstrate its fragrance technology.
Say hello to the “Tap Tap, Pull Pull, Hug Hug”.
The campaign focuses on micro-encapsulation technology, described as tiny scent bubbles that pop when clothing moves. The release states that while consumers used the technology, it remained a “hidden” benefit that people did not notice. Attack said it shifted from explaining the technology to demonstrating it through a set of actions called “Tap Tap, Pull Pull, and Hug Hug,” which are intended to trigger the scent bubbles.
The campaign presents these actions as a routine that can be performed throughout the day.
Shinji Matsuoka, Vice President of Kao Industrial (Thailand), appears in the campaign demonstrating the actions and explaining how to trigger the technology.
“We realized that freshness shouldn’t just be a promise on a bottle; it should be a behavior,” said the CJ WORX Team.
“By turning invisible technology into visible behavior, we’ve given people a way to ‘control’ their confidence throughout the day.”
