The process
The brief made it clear the song was central. I loved the concept, got excited right away, and set out to make the catchiest tune you could sing about doing laundry. Funny, memorable, and packed with as much coolness as possible, our little song quickly became one of the country’s most popular campaigns.
Suddenly, everyone knew the steps:
Toss the pod in first, then clothes on top,
Shut the door tight, let the colors pop!
When you’re all done, pack everything back,
Be careful, little kids might think it is a snack!
The campaign was a massive success, not just in Romania, but also in Bulgaria, Serbia, and Greece. Local influencers jumped on board, making it even bigger than expected with versions in their own languages. The song caught on so well that young people started making parodies on social media, singing the steps with humor, and spreading the message even further. Was also distributed in cinemas mixed in surround. The campaign ran for two years, with the spot distributed in cinemas in surround sound and later rolled out on streaming platforms as the campaign progressed.
The brand wanted to spread the word, especially about keeping pods out of reach of children. We nailed that message, placing the line: “It’s so colorful and smells so good…” followed by “pack everything back, be careful, little kids might think it’s a yummy snack!” right before the chorus. It's a common technique in urban music to make a line stick, and it worked.
The campaign earned an Effie nomination and is one I’m really proud of.
Links:
Effie.ro
