Ogilvy Malaysia’s campaign for Kimberly Clark turns kitchen essential into fitness hero

Kuala Lumpur, Malaysia – Multinational personal care corporation Kimberly Clark has partnered with Ogilvy Malaysia to launch its newest ‘Scott Calorie Absorber Pro’ campaign, taking a new approach to health and wellness with Scott Kitchen Towel. 

The latest campaign transforms consumer perceptions by making a humble kitchen staple, the kitchen towel, into a vital health supplement. Labelled and repackaged as ‘The Calorie Absorber Pro’, the kitchen towel is now a product that has no preservatives or artificial flavour and can even absorb up to 127 calories per sheet. 

The idea behind Ogilvy Malaysia’s campaign is rooted in the latest data showing that Malaysia grapples with the concerning reality that it is ranked as the most obese country in Southeast Asia as per the World Obesity Atlas 2023. With this, the advertising agency is set to redefine wellness, which is not just anchored on a flood of dietary supplements promising miraculous results. 

Partnering with Muscle Mania for a strategic retail activation, Ogilvy Malaysia leveraged the influence of fitness personalities to highlight and demonstrate the innovative features of ‘The Calorie Absorber Pro’. The campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate ‘The Calorie Absorber Pro’ into their fitness regimen. 

By presenting Kimberly Clark’s Scott Calorie Absorb Pro Kitchen Towel as an essential ‘supplement’ in the journey towards health and wellness, Ogilvy Malaysia seeks to defy industry marketing conventions and foster a stronger emotional bond with consumers. 

Martin Soong, marketing manager at Kimberly Clark, said, “We are thrilled to partner with Ogilvy Malaysia on this truly innovative campaign. The Calorie Absorber Pro campaign not only underscores the innovative capabilities of our product but also aligns with our commitment to promoting healthier lifestyles in Malaysia and beyond.”.

Jaz Lee, executive creative director at Ogilvy Malaysia, also shared, “At Ogilvy, we thrive on transforming the ordinary into the extraordinary. The Calorie Absorber Pro campaign exemplifies our dedication to innovation and purpose-driven marketing. By reimagining Kimberly Clark’s Scott Calorie Absorb Kitchen Towel as a health supplement, we’ve demonstrated the power of perspective in reshaping consumer perceptions”.