Kimberly-Clark launches new campaign for Viva Paper Towels via J. Walter Thompson, Sydney

Last night, Kimberly-Clark’s Viva brand launched ‘Wet Vs. Life’, a new commercial program via J. Walter Thompson Sydney, that puts Viva Paper Towel to the ultimate test.

The new program encourages Aussie mums to try Viva paper towel when wet to take on life’s everyday messes, demonstrating how you can soak, wring, clean and scrub without the paper falling apart.

The TVC – which ran on free-to-air last night – is an adapted version of last year’s TVC, which still features Bruce the dog but with the focus of ‘cleans better when wet’.

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Says Kimberley Finsten, marketing manager at Kimberly-Clark: “Mums are used to cleaning up all kinds of spills, messes and dirt, especially in the kitchen. But when life gets real, mums often need more than a dry paper towel to take it on. The new commercial program demonstrates that VIVA’s tough weave texture cleans even better wet, and has the amazing cleaning power to take on real life’s real mess.”

In addition to the TVC, the VIVA brand will be releasing an online video each week for 12 weeks, inviting consumers to take part in a #TryVivaWet Facebook challenge. A household challenge is demonstrated in the online video, encouraging consumers to respond creatively and share how they undertook the task. Participants are entered into a draw to win weekly spa prizes. The major prize for undertaking the #TryVivaWet challenge includes a trip to Port Douglas for a luxury rainforest getaway in a 5 Star resort, plus a bonus $1000 flight voucher. The videos will be featured on the VIVA website as well as on YouTube, Xaxis and Yango.

At the same time, the new VIVA website will also focus on the #TryVivaWet challenge, driving visitors to view the online videos and head to the VIVA Facebook page to participate in the competition

JWT

Creative Director: Emile Rademeyer