PZ Cussons plc, care products company, manufacturer of Canoe laundry soaps, has unveiled its ‘alive with colour’ campaign on Nigeria’s first colour care detergent – Canoe detergent, which provides colour care laundry solutions to a growing population of consumers who desire special care for their coloured fabrics.
Speaking with journalists on the campaign in Lagos, Alex Goma, managing director, PZ Cussons, reinstated PZ’s commitment to innovation and a delightful washing experience for the Nigerian consumers. “Our business initiative hinged on consumer satisfaction is the driving force in our quest to meet consumer expectations,’’ according to Goma. Canoe as a brand has evolved through the years with a clear commitment to deliver on maintaining the colours of your original coloured fabrics, stretching its equity from laundry and now into detergents thereby helping consumers who desire to care for their coloured fabrics.
Sandy Griffiths, the firm’s marketing director, family care, said: “We are delighted to unveil our ‘alive with colour’ campaign aimed at boosting lifestyle, taking positive cues from confidence and pride so as to inspire millions of customers to look their best at all times.
“Canoe’s laundry equity started in the 1980s with the introduction of Canoe bar soaps. Today, the brand enjoys stretch into detergents therefore ensuring a seamless transfer of Canoe’s colour care credentials from one format to another.
“For all of these benefits, we have been endorsed by Da Viva, Africa’s foremost contemporary fashion brand, which also provides a platform for Canoe detergent to establish its colour care credentials.”
Carol Arhere, Da ViVa’s public relations officer, said “Da Viva is particularly excited to partner with Canoe detergent.” Both brands have the same qualities – bold, innovative, expressive, contemporary, fashionable and excellence. ‘We are indeed very proud and privileged to partner with Canoe Detergent on its ‘alive with colour’ campaign.
According to the marketing manager, Fabric Care, Roy Ekekwe, ‘‘many detergents clean but damage clothes and run colours therefore causing quick fading and shading on the long run. Canoe detergent has been specially formulated to clean and care for all original coloured fabrics in all washing cycles, therefore retaining colours more compared to ordinary detergents in every wash.”
Roy explained further that, “to reach our targets, who are mostly female in their prime who are very vibrant, confident, jazzy, fashionable, stylish and most importantly pride themselves in being colourful, we have conceptualised a campaign themed ‘alive with colour’ and we shall showcase colours in all of our touch points campaigns on radio, BRT, press and digital.”