Love is a beautiful journey, but it’s not always glamorous. Sometimes, it’s about the messy moments—the spilled juice, the crumbs on the counter, the never-ending battle against dirt and grime. And for Plenty, the kitchen roll brand by Essity, these messy moments are at the heart of their latest campaign: “Vow To Clean.”
As wedding season kicks off, Plenty is inviting couples to embrace the messiness of love and commit to cleanliness as part of their vows. It’s a playful yet profound idea that reframes cleaning as an essential aspect of a happy and healthy relationship.
The campaign, developed by AMV BBDO, features real couples making “vows to clean” at their weddings. These couples, handpicked by Plenty, embody the brand’s belief that cleaning is a fundamental expression of love and care in a relationship. By showcasing these couples and their unique cleaning vows, Plenty hopes to inspire others to see cleaning not just as a chore, but as a meaningful act of love.
But why focus on cleaning? Well, according to Plenty’s research, cleaning plays a crucial role in relationships. A survey of 1000 British people revealed that cleaning is seen as a display of love by 3 in 4 respondents. Furthermore, housework is cited as the top cause of marital disputes, with 1 in 4 marriages ending due to disagreements over cleaning responsibilities.
With these insights in mind, Plenty aims to position itself as more than just a kitchen roll brand—it’s a symbol of love, care, and commitment. By encouraging couples to make cleaning a central part of their wedding vows, Plenty is sparking conversations about the importance of cleanliness in relationships.
The campaign culminated in three real weddings funded by Plenty, where couples exchanged heartfelt cleaning vows in front of their loved ones. These vows, ranging from promises to clean up spilled juice to tackling moldy bathroom tiles, capture the essence of Plenty’s message: love is messy, but cleaning together can strengthen your bond.
Martina Poulopati, Essity’s Global Marketing & Communications Director, emphasizes Plenty’s commitment to understanding consumers and connecting with them on a personal level. Through the “Love Is Messy – Vow To Clean” campaign, Plenty aims to redefine the household products category by infusing it with emotion, authenticity, and relatability.
The creatives behind the campaign, Ben Smith, Dan Kennard, and Prabhu Wignarajah of AMV BBDO, share their excitement about repositioning Plenty as a brand that celebrates the messy, imperfect moments of love. By showcasing real couples and their cleaning vows, Plenty hopes to resonate with consumers on a deeper level, forging stronger connections and fostering brand loyalty.
In a world where cleaning products are often seen as mundane and unexciting, Plenty is breaking the mold with its innovative approach to marketing. Through the “Vow To Clean” campaign, Plenty is proving that love isn’t always tidy—but with a roll of Plenty by your side, you can conquer any mess, together.
