Essity’s kitchen roll brand Plenty has launched a new campaign titled Vow to Clean, offering couples a chance to win a free wedding ceremony when they commit to cleaning in their wedding vows.
Vow to Clean proposes that “those three words we long to hear” are in fact “I’ll clean up”, drawing on research that claims British couples see cleaning as an act of love and that partners who clean for each other enjoy stronger relationships.
The campaign was devised to encourage couples to commit to cleaning for each other while also positioning Plenty as a tool to do so.
Created by ad agency AMV BBDO, Plenty’s campaign calls on couples to clean for each other in place of expensive gifts or a petrol station bouquet and follows the inception of the brand’s Love is Messy platform in 2020.
The agency also created a social media campaign, including a 20-second video teaser that offers a glimpse into what the winning couple’s big day could look like.
PR agency Ketchum will be supporting the work.
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It comes as a newly commissioned survey of 1,000 British couples revealed that 72% of Brits believe that a partner proactively cleaning around the house is a display of love, one that is particularly important for the younger generation (80%+), with 71% of them believe cleaning is a fundamental part of a healthy cohabitating relationship.
Essity global marketing and communications director Martina Poulopati said: “Our research unveiled the pivotal role of cleaning in relationships, mitigating the discord arising from household chores”.
“Vow to Clean encapsulates Plenty’s ethos in a creative and ambitious idea, echoing our true commitment to fostering enduring bonds over the mess that’s inevitable in our lives”.
AMV BBDO creative partner Andre Sallowicz added: “By reframing functional cleaning as an indispensable act of love, we’re challenging traditional notions of romance and celebrating the everyday moments that strengthen relationships in a memorable way, at people’s wedding vows”.
