Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
Kao Launches "Attack ZERO" Five Popular Actors Launch "#LaundryLoversClub"
Kao launched its concentrated liquid laundry detergent "Attack ZERO" on April 1st.
This first product features the company's proprietary cleaning agent "Bio IOS" as its main ingredient, boasting the highest cleaning power in Attack's history.
To commemorate the launch, a press conference was held the same day at Bellesalle Shiodome in Chuo Ward, Tokyo.
Related article:Kao Announces Its Most Powerful Laundry Detergent Ever[2019.01.24]
At the outset, Yoshio Nakao, General Manager of the Fabric Care Division, explained, "Against the backdrop of recent laundry trends, we focused on 'removing all stains.' We developed the high-cleaning power 'BioIOS' to achieve three zeros: zero stubborn stains, zero musty odors, and zero detergent residue."
Alongside standard washing machine detergents, the new lineup introduces the first dedicated drum-type detergent. It features the new "One-Hand Push" design, allowing easy one-handed measurement and direct dispensing.
The company also introduced a refreshed logo for the Attack series, which has been on the market for over 30 years since its 1987 launch, expressing the wish for it to "remain a beloved brand." They stated, "We aim to further elevate the value of the new Attack."
The campaign features a star-studded cast of five actors: Tori Matsuzaka, Masaki Suda, Kento Kaku, Shotaro Mamiya, and Yosuke Sugino. The story follows these five avid laundry lovers who form the "#LaundryLoversClub" social circle and passionately discuss the appeal of the new products.
The five actors appeared on stage wearing the outfits from the commercial and conducted a cleaning power comparison experiment between the new product and the previous one. As Kaku, who played the character "Science Maniac Who Loves Experiments," washed the dirty cloth, everyone reacted with wide eyes, exclaiming "Wow!" and "Amazing!" Matsuzaka commented, "I often wear T-shirts on set this time of year. It's really helpful that the cleaning power is this strong."
Regarding the commercial shoot, Suda smiled and said, "It was fun because I already knew all the members. The first day started early in the morning, and gathering in the dark gradually built this weird energy—it was interesting." Mamiya, looking satisfied, revealed their close bond: "As we filmed, it felt like the usual vibe among the five of us. It was a fun shoot."
When asked about "something they want to start from scratch this spring," Sugino cited "relationships with parents." He confessed he hadn't been able to honestly say "thank you" to his parents before. Wanting to change that, he stated, "Dad, Mom, thank you for everything so far."
Mamiya answered "my position in volleyball, my hobby," Kakihara said "camping," Suda mentioned "interior design," and Matsuzaka stated "building physical strength."
Finally, the five urged viewers to try Attack ZERO, saying things like "One-Hand Push is really convenient," "The deodorizing power is amazing," and "Start the new year and new life with clean clothes."
The four new TV commercials—"Zero Wash Begins," "First Time One-Hand Push," "Drum Washer Exclusive at Appliance Stores," and "We Tried to Recreate It"—will air sequentially nationwide starting April 1st.
The commercials can be viewed on the official website ( https://www.kao.co.jp/attack/products/zero/ ).
Was this article helpful?
Share this article
