No traces, no problems

The cleaning products market is a highly competitive business. For this reason, communication must be appropriately eye-catching, fun and stand out from the standards of the cleaning products industry. That's why Mibelle Group Home Care chose Serviceplan Suisse's idea for the launch of its new home care brand Wingo: It doesn't show housewives cleaning, but the mafia. The campaign was launched in France on Monday.

Nobody cleans more thoroughly than the Mafia

No one cleans more thoroughly than the Mafia, no one removes stains as efficiently and quickly as they do; after all, their lives depend on it. The campaign claim "No traces, no problems" could therefore also come from the main character Don Lavaggio. Together with his henchmen, he cleans up scenarios that look suspiciously like crime scenes. But he would never describe them as such - rather, he talks about cleaning problems that everyone knows: a party gone wild, rambunctious children, stubborn red wine stains and dull knives.

Raul Serrat, Executive Creative Director, on the idea: "It is a great pleasure for us to work with such a bold client. Staging conventional products in a completely unfamiliar light, but without losing focus - that's how our creative work is fun and opens up completely new possibilities in addressing customers."

After a successful teaser phase, the official campaign started on Monday in France and takes place primarily online on Mywingo.com. The total of seven films featuring Don Lavaggio will be used as pre-rolls and content on the website. On the platform, the user gets to know the people around Don Lavaggio better and can even become part of the family himself - provided he defeats them in a cleaning duel. The Mafiosi are also present at the POS, sometimes on mega posters, sometimes on animated e-boards, but always cleaning. In France, Wingo has been exclusively on the shelves of Carrefour since the beginning of October. After all, a happy and clean home is not only a pleasure for a Mafia boss.

Responsible at Mibelle Group Home Care: Jürg Burkhalter (Managing Director); Matthias Eglin (Head of Marketing & Sales HC International); Astrid Roland (Brand Manager); Joel Mayer (New Media Manager). Responsible at Serviceplan Suisse: Raul Serrat (Executive Creative Director); Reto Clement, Nicolas Stark (Art Direction); Yannick Schaller (Text); Aisha Blackwell (Production); Nathalie Jakober, Sonia Ducu, Sidonie Bauer (Consulting); Diana Wick Rossi (Creative Planning); Pam Hügli (Overall Responsibility). Responsible at Plan.Net Suisse: Thomas Lüber (Digital Creative Director); Nina Martens (Art Direction Digital); Eric Markowski (Text Digital); Susanne Martin (Consulting Digital); Philipp Augenstein, Thomas Kambert (Media). Responsible at Serviceplan Public Relations Suisse: Stephanie Hug, Valérie Eckard (Consulting). Responsible at Pumpkin Film: Christopher Novak; Claudia Brand.