Dr. Prakti Household Dishwasher Detergent | End Dishwasher Fights | Clapboard Ad Archive

The fight

Description

In 2024, Clovin S.A., the largest Polish producer of green household chemicals active across multiple European markets, launched a compelling 360° and film campaign for its new dishwasher detergent brand, Dr. Prakti. Created by the ad agency OK Human, this campaign titled "The Fight" taps into a relatable and surprising insight: over 40% of couples argue about the proper way to load a dishwasher, with disputes centered on whether to prerinse, soak plates beforehand, or how crookedly plates are arranged. Leveraging this common domestic tension, the campaign introduces Dr. Prakti’s dishwasher gel as a game-changer that resolves many of the issues causing dishwashing disagreements, effectively preventing dirty plates and the arguments they spark. The campaign’s central asset is a humorous 60-second spot that airs on both digital and television platforms across Poland and other European countries including Latvia and Lithuania. This film spot humorously captures the everyday kitchen quarrels and positions Dr. Prakti as the practical solution that brings harmony to the dishwasher loading process. Complementing the main media asset is a strategic influencer content push, engaging audiences on social media with authentic and relatable dishwasher fight scenarios that deepen consumer connection to the brand. Overall, the campaign skillfully blends entertainment with consumer insight in the household products category, fostering both brand awareness and product trust by addressing a subtle but widespread consumer pain point in an amusing and memorable way. This cohesive approach underlines Dr. Prakti’s positioning as an innovative and effective household product designed to simplify chores and reduce everyday conflicts in shared living spaces.

Credits

Client

Clovin S.A., Dr. Prakti

Agency

OK Human

Production House

Papaya Films

Creative Director

Agnieszka Klimczak, Małgorzata Drozdowska

Art Director

Małgorzata Drozdowska

Copywriter

Agnieszka Klimczak

Director

Kuba Michalczuk

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Campaign Proposition

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