MaxKleen Softergent
2025 Festive Campaign

INSIGHT

With MaxKleen Softergent, Moms no longer have to guess the right amounts - how much detergent to avoid excess foam or how much softener to avoid waste. It creates a sense of satisfaction, balance and calm, especially during busy times like Tet.

MaxKleen mirrors that perfect balance, much like a woman - a mother, who embodies both toughness and gentleness, achieving perfect harmony of the whole laundry process in just one step.

TET CAMPAIGN IN ONE SENTENCE

Recruit new users and keep loyalty users by strengthening MaxKleen unique offer
the ideal balance of powerful cleaning, perfect scent and gentle softness under brand platform: “Tough and soft, like a mom” in Tet 2025 context.

creative idea

MẠNH MẼ HÒA DỊU ÊM
CÂN BẰNG LÀM NÊN TẾT

What do Mom and MaxKleen have in common?

BEING TOUGH & SOFT, at the same time and all the times!

And they both shine the most during busy times like Tet.

MaxKleen Mom teaches her children the power of cooperation by balancing strength and gentleness. To work well together, kids must learn to adjust and find harmony between tough and soft.

Thanks to MaxKleen Softergent with strong stain removal and gentle fabric care, this lesson comes to life during Tết preparations, making the experience both practical and inspiring.

the musical film

Kids copy what they admire most in their parents, even when it comes to cleaning!
Join MaxKleen and dive into the adorable Tết showdown between Baby Bear and Baby Swan, where strength meets softness in the cutest chaos.

And then came the big moment!

MaxKleen brought the idea to life and got moms and little ones on board for a "Clean, Fresh & Soft Tết".

First up, MaxKleen teamed up with moms in the most festive way: striking pretty poses and snapping gorgeous photos with the MaxKleen OOH, a must-do before Tết arrives!

Then, MaxKleen brought both moms and kids into a playful world of “Clean, Fresh & Soft for Tết” through its offline activation, with fun, engaging, interactive activities, along with the chance to explore the products and bring gifts home!