Differentiating a laundry detergent by owning a key category attribute: Aroma

Blancox is a brand known for its home-care products, recognized for their superior cleaning power. But when it comes to fabric care, we’re not a top-of-mind brand—competing against global giants like Ariel and Fab.

By listening to our audience, we discovered that aroma isn’t just a “feel-good” optional benefit—it’s an implicit signal of true deep cleanliness. People refer to it as the unmistakable “clean smell” (“olor a limpio”).

We developed a campaign to claim ownership of this colloquial concept, even renaming our touch-activated fragrance technology to “Acti-Aroma.”

The concept was launched through comic-style ads showing how Acti-Aroma gets “activated” in situations where your freshly cleaned clothes basically blow the whistle for you.

Key Results: (Final results to be delivered Q42025)

• Increase in “Great Aroma” perception within the category

• Growth in brand salience and preference for Blancox Liquid Detergent