Colgate-Palmolive's Over the Top Telenovela Is 'Dramatically Clean'

VML and Colgate-Palmolive are launching 'Dramatically Clean' - creating a telenovela world as fun and over-the-top as the lavender-scented Fabuloso 2X Concentrated* Multi-Purpose Cleaner itself, calling it, 'The Fabulosos.' 

Fabuloso is a cleaner that has long been revered in Latin America for its powerful scent and cleaning power and has gained status in the US as a brand for those who seek boldness, especially in their household cleaners. The goal of this campaign is to widen Fabuloso’s lead in the liquid pour cleaner space in the US with fun, exciting stories that break through the cluttered, cleaner category and win the hearts of consumers and fans alike, continuing to grow Fabuloso’s cult-like following in the United States.

To bring it all to life VML worked with the incredible director group, Traktor, and produced by Stink Films US, to create our own modern take on the genre in a way that only Fabuloso can do, complete with a revolving cast, over the top story lines, and sense of unbridled fun usually absent from the cleaning category. Hopefully leaving viewers with not just clean surfaces, but also a smile on their face.

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, we wanted to make sure we launched in the US with a campaign that didn't feel like anything else in the category. 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'.  Which really allowed us to bring to life the joyous spirit of the brand and show how Fabuloso always delivers an over the top clean."

Kristen Babkes, senior director, integrated marketing at Colgate-Palmolive, "Even though Fabuloso was born and beloved in Latin America, it has a huge following in the United States. We really wanted to find the right creative way to engage our fans and attract new consumers to grow brand awareness and love. Research shows American’s see cleaning as a stressful, messy and tedious chore, but with Fabuloso it doesn’t have to be. Cleaning can be dramatic in many ways, so with Fabuloso we give you the smell of clean and the dramatic reset all in one."

The campaign is supported with an influencer program leveraging a collective of mega and macro influencers on TikTok to drive awareness and consideration for Fabuloso’s 2X concentrated* multi-purpose cleaner. Content will be posted on influencer’s own channels, amplified in paid media, and repurposed on brand owned social channels as well. The influencer program will roll out mid-June following the launch of the Dramatically Clean platform.

The campaign will kick off with Fabuloso at the forefront of The Kardashians season five premiere, May 23rd on Hulu. Dramatically Clean will have a presence across a variety of channels and platforms ensuring there’s high visibility of the brand wherever our target audience is consuming content.

*vs. non-concentrated Fabuloso Original.