Laundry Day Will Never Be The Same

Scott Eastwood Stars In Work That Shows How To Transform Laundry Day Into A Provocative, Luxury Experience

Raindrop, the full-service creative, branding and performance marketing agency based in San Diego, has launched a provocative, humorous and edgy campaign for Laundry Sauce, the bespoke brand of laundry detergent that transforms one of life’s most tedious, grinding chores into an elevated and playful experience.

The campaign, “Love Laundry Day,” is timed to the brand’s launch in 300 Target stores. The hero :60 quickly sets the tone of the brand’s unique proposition: a woman relaxes in a gorgeous clawfoot tub nestled in verdant woods, her body covered by brilliant, golden-hued pods of laundry detergent. “I f---ing hate laundry day,” she says, her language clear even though beeped, “is something I’ll never say again.”

Brand ambassador and Hollywood actor Scott Eastwood suddenly appears and serves the woman a goblet of rose, then treats her to a hot stone massage (using actual pods) as she explains how Laundry Sauce changed this hated chore forever, thanks to such high end fragrances as Australian Sandalwood, Egyptian Rose and Italian Bergamot, a luxury she relives every time she slips into her bedsheets, wraps herself in a bath towel or puts on her clean clothes.

The campaign continues Raindrop’s successful branding strategy for Laundry Sauce, a challenger, premium laundry brand that has seen enormous revenue growth, expanded its marketplace footprint and extended its line of products. The strategy is to offer consumers a way to love laundry day, reframing a Groundhog Day obligation into a self-care ritual. The creative work, framed with the proposition, “Love Laundry Day,” demonstrates this idea with wit and charm and drives home the transformative power of Laundry Sauce’s detergent fragrances, designed by master chemists, that turn laundry day into a time to be savored.

“When you use traditional detergent, you feel absolutely nothing and the chore looms over you,” said Jacques Spitzer, CEO and CCO, Raindrop. “When you use Laundry Sauce, it quite literally transforms a mundane chore into a small act of self-care, even a bit of an indulgence. We wanted to have fun with where the scents can take you because it's about more than clean clothes. With Laundry Sauce, you will actually love laundry day.”

Spitzer added that this is the agency’s third campaign for the brand that features film and TV star Eastwood, who was an early investor in the brand. “He is an incredibly involved collaborator and he might just be funnier than he is handsome,” Spitzer said.

The hero :60, 4 :30s and 4 :15s will run on Meta, YouTube and CTV channels, as well as earned media, and are aimed at expanding awareness, increasing trial and driving brand loyalty in the customer base.

“Raindrop has been an integral part of our creative since before we launched, and their insights helped to bring our vision to life,” said Ian Blair, CEO Laundry Sauce. “They intimately understand the complexities of building an emerging brand and that ability led to our growth and evolution with each campaign. Laundry Sauce is a one-of-one in the laundry space and we needed partners who understand our unique set of challenges while seeing the scale of our opportunity. Raindrop works as a seamless extension of our internal team and we trust them to exceed expectations every time.”

Raindrop won the Laundry Sauce AOR business in 2022 and holds a minor equity position in the company. Based in San Diego, the agency represents challenger and established brands such as Native, Dr. Squatch, Spruce, Grüns, Dude Wipes, Weber, Sprouts Farmers Market, Magic Spoon, Lomi, WORX and Hello Panda. The agency has won multiple industry awards, including four Emmy Awards, and its creative work has appeared in two Super Bowls. To learn more: https://raindrop.agency/
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