VMLY&R Peru and Alicorp show us in a different way the main benefit of its product Bolivar detergent: a cleaner that has the function of restoring intensity to dark clothes, based on a special formula that renews the fibers of the fabric.

The goal of the campaign was to raise awareness about this particular product, since it is not very well known that it is in fact it is a very good detergent, but since it is a portfolio extension and is very niche. They never made a special campaign to highlight its main benefit. 

VMLY&R Peru wanted to go all in and be disruptive so it found an opportunity to get out of the classic detergent print: which shows you a side by side of the garment before and after using it and we decided to go for a print ad with no garments at all, but still, you can see the benefit of restoring intensity to dark garments in a subtle way.