Ooooh Zoflora

Zoflora, the Thornton & Ross-owned household cleaning brand, has launched a new multichannel campaign, ‘Ooooh Zoflora’, designed to highlight the brand’s perfumer-crafted fragrance and attract new users. The multichannel push was developed in partnership with creative communications agency Bray Leino.

The campaign forms part of Zoflora’s wider growth ambitions, supporting the brand’s plans to accelerate growth and strengthen its position within the UK household cleaning category by moving beyond the category’s typical focus on germs and quick cleaning to highlight the emotional reward of fragrance – the moment of surprise and delight when people return to a freshly cleaned room and notice Zoflora’s long-lasting scent.

The strategy centres on encouraging trial among new users, particularly house-proud people, who are likely to have children and/or pets. Zoflora’s approach is rooted in the insight that once people try the product for the first time, they are highly likely to repeat purchase and add it to their regular cleaning routine.

At the heart of the campaign is a simple creative idea built around the spontaneous reaction people have when they experience Zoflora’s fragrance. The “Ooooh” becomes a natural expression of the uplifting moment that follows cleaning – capturing the playful and positive side of the brand and celebrating the sensory experience that sets it apart in the category.

To bring the idea to life, Bray Leino evolved Zoflora’s previous creative, adapting it to form the foundation of the new ‘Ooooh Zoflora’ campaign platform. Through a refreshed tone and visual emphasis on the fragrance-led product experience, the work highlights the moment of rediscovering the scent when walking back into a freshly cleaned room.

The campaign deliberately contrasts with category norms. While many household cleaning brands focus their communications on germs or functional speed, Zoflora instead leans into the emotional benefit of cleaning and the sense of satisfaction that comes from a beautifully fragranced home.