The Dreft 'Protect Your Shape' ad campaign is an eye-catching collage of bright colors and juxtaposed body parts that help to raise awareness of Dreft's shape-protecting properties. Dreft often markets their detergent as being gentle enough for babies' clothes, but the 'Protect Your Shape' ad campaign expands the target market to fashionistas and others concerned about keeping their stylish garments from stretching in the wash.
Humor and bright colors are a sensual combination that is easy to love: the 'Protect Your Shape' ad campaign helps Dreft expand their market share outside of the baby-care demographic while heightening familiarity with the garment-guarding properties of Dreft laundry detergent. After all, what clothes-lover hasn't had an absolutely gorgeous garment go all baggy and stretchy after being washed?
Credits via Ads of the World:
Advertising Agency: Leo Burnett, Warsaw, Poland
Creative Director: Heinze.Iwinski
Art Director: Sylwia Rekawek
Copywriter: Justyna Nakielska
Photographer: Lukasz Murgrabia
Juxtaposed Body Prints
These Dreft 'Protect Your Shape' Ads are Ultra Vibrant
Trend Themes
1. Vibrant Ad Campaigns - The Dreft 'Protect Your Shape' ad campaign showcases the power of bright colors and visually striking compositions to grab attention and raise awareness.
2. Expanding Target Markets - By shifting their focus beyond the baby-care demographic to include fashionistas and others concerned about garment maintenance, Dreft explores new consumer segments.
3. Garment-protecting Laundry Detergents - The 'Protect Your Shape' campaign highlights the demand for laundry detergents that can prevent garments from stretching and losing their shape after washing.
Industry Implications
1. Advertising and Marketing - The vibrant and visually captivating 'Protect Your Shape' campaign reveals opportunities for creative agencies to develop eye-catching advertisements that resonate with consumers.
2. Fashion and Apparel - Dreft's expansion into the fashion market prompts the need for innovative clothing care products that protect garments' shapes while preserving their style and quality.
3. Household Products - The demand for specialized laundry detergents that can safeguard the shape of garments creates opportunities for brands to develop disruptive products that meet this consumer need.