Kimberly Clark reimagines scott kitchen towel as calorie absorber

Kimberly Clark has transformed its Scott Kitchen Towel into a "Calorie Absorber Pro" in an attempt to reshape consumer perceptions of the humble kitchen towel by repackaging it as a vital health supplement. A product devoid of preservatives and artificial flavours, the towel can absorb up to 127 calories per sheet. 

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Kimberly Clark partnered with Muscle Mania for a strategic retail activation. The launch campaign highlights the innovative features of 'The Calorie Absorber Pro' and demonstrates its use.

Leveraging the influence of fitness personalities, the campaign showcases real-life testimonials, illustrating how individuals seamlessly integrate 'The Calorie Absorber Pro' into their fitness regimen.

The brand film opens with a fitness guru saying that in the quest for peak fitness, what one carries in their gym bag says a lot about them. After tossing out weights, saying they are unnecessary, she goes on to say that she chooses to be efficient with her calories. 

"It's not a pill. It's not a powder. It's Scott's 'Calorie Absorber Pro'," she says to the camera before she dabs at her food with the towel to absorb the excess oil. Her family then comes to her asking her to help them take excess calories away. 

She then reminds viewers that it's not about what you can add to your routine but rather, what you can take away. 

Kimberly Clark worked with Ogilvy Malaysia on the product and aimed to challenge the industry marketing norms and form a deeper emotional connection with consumers.

It said that Malaysia is celebrated for its rich and diverse culinary heritage, yet it grapples with a concerning reality - being ranked as the most obese country in Southeast Asia according to the World Obesity Atlas 2023.  In a landscape inundated with dietary supplements promising miraculous results, Ogilvy Malaysia identified an opportunity to define a new path to wellness, it 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," said Martin Soong, marketing manager, Kimberly Clark.

"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”, said Jaz Lee, executive creative director, Ogilvy Malaysia.

The news comes shortly after the agency promoted James Baldwin to the role of head of influence for the Asia-Pacific region. He will report to Rahul Titus, Ogilvy’s global head of influence, and Emily Poon, president of Ogilvy PR in Asia-Pacific.

In this new role, Baldwin will be based in Singapore and will lead the agency’s influence offerings across the region, leading go-to-market strategy, enhancing capability differentiation, driving business development and innovation, and overseeing the delivery of class influencer and creator-led campaigns, the agency said in a statement. 

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