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