LOOK Would you air your dirty laundry in public? Well, P&G did

P&G’s liquid detergent brand Dynamo has embarked on a collaboration with Menara Kuala Lumpur (KL Tower) to shape new laundry habits among Malaysians.

Dubbed #MYLaundryTower, the campaign invites the nation to rethink laundry, helping people realise that sometimes less can indeed mean more.

The collaborative exercise involved a spectacular stunt where Dynamo unveiled two streams of T-shirts hanging across the world’s seventh tallest freestanding tower to illustrate that it only takes one bottle of 2L Dynamo Power Gel to wash an amount of clothes of that height. Leading up to this was a social media contest over the past weekend where Malaysian netizens were invited to submit their laundry tips, alongside their take on the amount of detergent required to wash laundry as tall as the KL Tower.

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“Dynamo has been an integral part of Malaysian lives for many years, present in homes throughout the nation and faithfully assisting millions of households with their laundry. Today, customers are looking for greater value in everything they purchase. Recognising this, the collaboration with KL Tower alongside the new Dynamo Power Gel is a show of our commitment as we continue to push our limits towards driving real action for improvements and making people’s lives a little easier,” Nicolas de La Giroday, chief executive officer for Procter and Gamble Malaysia, Singapore and Brunei said.

“At Procter and Gamble, we understand the consumers and their challenges as they deal with their daily laundry towers. It’s not just another stunt, but what we did today reflects our dedication to provide effective laundry solutions for Malaysians,” said Louie Morante, regional communications manager for Fabric & Home Care, Procter & Gamble Southeast Asia.

The initiative is driven in conjunction with the launch of Dynamo Power Gel. Dynamo Power Gel is also complemented with an innovative product packaging, including a brand new cap designed not only for clearer measurement, but also to prevent wastage by letting detergent left on the cap to flow back into the bottle.

The launch event spotlights a panel discussion with celebrity moms to shed real-life perspectives on laundry habits of Malaysians. The discussion also drawn on real-world laundry hacks and tips curated from submissions to the #MYLaundryTower contest. As a reward to the most useful and creative tips submitted, Dynamo announced 10 lucky winners who will each receive a total of RM2,000 cash prize.

“It is a common belief that the more detergent we use, the cleaner our clothes will be. As a result, we find people are excessively using more detergent than they actually need. As a market leader, Dynamo is in the position to drive Malaysians to improve their laundry habits, starting with a small step by using the appropriate amount of detergent and getting more value out of each bottle as they save on time, money and effort,” Louie added.

Dynamo Power Gel is currently available on shelves nationwide.