Bold to ‘Take you home’ with TV campaign


P&G is enhancing its Bold portfolio with the release of a new range of 3 in1 Pods. Available in four scents, the pods use a three-chamber technology to clean, soften and freshen clothes.

P&G has invested heavily in the new line-up, featuring Lavender & Camomile, Lotus Flower & Water Lily, Sparkling Bloom & Yellow Poppy and Gold Orchid & Moringa scents.

The brand returns to TV screens for the first time in over a year with the launch of its ‘Take You Home’ advertising campaign, focussing on how the scent of laundry can trigger nostalgic and comforting effects, with fresh fragrances contributing to our moods.

The TV advertisement will run across digital and terrestrial channels over the next few months.  In February, in-store promotions are due to go live along with print media hitting national titles.

Dan Jalalpour, senior brand manager, fabric care, said: “It’s fantastic to see Bold back on our TV screens.  This, coupled with high-impact displays in-store, ensures Bold is front of mind with shoppers looking for a scented detergent.  More people are now looking for Pods as wet formats continue to grow. Our latest marketing campaign marks the start of what will be an exciting year for Bold and the P&G fabric care range as a whole.”a