Fabuloso campaign highlights emotional power of scent

VML and Colgate-Palmolive have launched “Make Your World More Fabuloso,” a campaign designed to highlight the role scent plays in shaping how consumers experience their homes. The campaign positions Fabuloso not only as a cleaning product, but as a brand associated with atmosphere, energy and emotional connection.

The campaign focuses on the sensory experience created by Fabuloso’s fragrances, contrasting with traditional cleaning product advertising that typically centres on dirt removal and product performance.

Campaign centres on scent experience

VML developed the campaign to reflect the brand’s bold visual identity and fragrance-led positioning. The work aims to translate the product’s scent profile into an expressive visual world designed to feel vibrant and energetic.

The campaign films were produced with Pulse Films and directed by London-based directing duo Fa & Fon, known for music video and visually stylised commercial work.

Amy Benford, Senior Vice President and General Manager of Integrated Marketing, Colgate-Palmolive: “The ‘Make Your World More Fabuloso’ campaign truly captures the essence of what our consumers desire: a clean home that also feels vibrant and uplifting. We've moved beyond just product efficacy to celebrate the lasting joy and transformative power of scent. It's fantastic to see how Fabuloso is creating emotionally resonant experiences for our customers.”

VML develops bold visual approach

According to VML, the campaign creative was designed to match the product’s strong brand identity and sensory appeal through colour, movement and stylised visuals.

Justin Roth and Jim Wood, Executive Creative Directors, VML: “Fabuloso has a boldness that doesn't exist anywhere else in the category. Our challenge was to match that energy — to create something as vibrant, joyful and larger-than-life as the scent itself. Working with Fa & Fon, we built a visual world that doesn't just show Fabuloso, it makes you feel it.”

The campaign will be supported by a 360-degree media strategy spanning video, social media, public relations, partnerships and retail media activity through 2026.

Multi-channel rollout planned through 2026

Colgate-Palmolive said the campaign reflects a broader focus on emotional storytelling and sensory branding within household products marketing.

The integrated rollout is expected to run across multiple markets and channels, reinforcing Fabuloso’s positioning around scent-driven home experiences and lifestyle appeal.

www.colgatepalmolive.com

www.vml.com

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