what and for whom

Colgate Palmolive entrusted K&C Media Group with the full content and media management for the launch of the new Softsoap Therapy line — three variants of exfoliating liquid soap: Exfoliating & Moisturizing (oat milk & coconut), Exfoliating & Cooling (eucalyptus & sea salt) and Exfoliating & Warming (honey & brown sugar). The scope of the collaboration went far beyond material production — it covered the complete product communication strategy, from the first brief to the last pixel of the digital campaign.

how we work

Launching a new FMCG product requires hitting multiple channels simultaneously with full precision. Our task was to build a content ecosystem that works both as an initial purchase trigger and as a long-term brand awareness tool. A key strategic element was comparative content — video materials showing Softsoap Therapy against competing products, demonstrating its advantage in a tangible and credible way. Every creative had to work both organically on social media and as fuel for performance campaigns in digital — zero waste, every piece of content designed with a specific goal in mind.

business outcome

The campaign delivered a complete launch content ecosystem — product materials, lifestyle content and a series of comparative videos distributed across social media channels at scale. In parallel, K&C Media Group ran performance campaigns in digital — precisely targeted actions that turned reach into genuine product interest and in-store traffic. Three product variants, one cohesive narrative, hundreds of consumer touchpoints. Softsoap Therapy didn’t enter the market quietly — it entered with full voice and measurable impact.