Bold 2in1 launched a nationwide search in March to find children to star in the TV ads. The search included experiential roadshows, online activity and press and radio partnerships with IPC Media and Heart FM and was backed by celebrity mum and Britain’s Got Talent judge Amanda Holden.
The 2in1 range features “hug release” technology that P&G claims releases the fresh laundry scent when people hug and the fabric is touched.
Holden and a panel of Bold marketers selected the winners from thousands of applicants.
The P&G campaign will feature unscripted video clips of children describing what a hug feels like and who gives the best hugs. The ads will debut during the ad breaks in ITV’s Britain’s Got Talent semi-final on 3 June and run for a month. The company says The Big Bold Hug concept could underpin Bold’s future brand marketing.
Bold marketing manager Jared Regan says the campaign aims to appeal to Bold’s target audience of housewives with children, and leverage the “emotional connection” between fresh laundry scents and parents hugging their children.
He adds that the campaign is “really innovative for P&G and the laundry market to ask consumers to get involved.”
The UK laundry category is worth more than £1.29bn.