Japan – SC Johnson has partnered with VML & Ogilvy Japan to launch a unique campaign for its latest mould-cleaning product, featuring an unlikely yet fitting spokesperson—the ‘Laziest Influencer,’ a sloth.
Breaking from traditional influencer marketing, SC Johnson introduced an unconventional influencer—a sloth—to promote its new Kabikiller Easy Continuous Jet in Japan’s sluggish mould-cleaning market.
Named ‘Mr. Easy,’ the sloth serves as the face of SC Johnson’s new Easy Continuous Jet, a mould cleaner designed to cut bathroom tile cleaning time in half. The campaign positions the animal’s laid-back nature as a reflection of the product’s ease of use.
Alongside the campaign film, Mr. Easy appears in social media posts, TV spots, and radio promotions, using humour and wit to engage audiences as the ‘Laziest Influencer.’
