
MaxKleen Softerger 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
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.
MẠNH MẼ HÒA DỊU ÊM
CÂN BẰNG LÀM NÊN TẾT
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
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CREDIT
Client: Kao Vietnam
Agency: Hakuhodo SAC
​Creative Director: Ngoc Nguyen
Senior Copywriter: Trinh Luu
Senior Art Director: Yuko Mitsuhashi
Copywriter: Khanh Hoang
​Designer: Chou Ho







