La Salud, a long-established Spanish brand specialising in household cleaning, hygiene and disinfection products, is taking its communications nationwide after more than 80 years in the market. The brand has chosen El Primo Marvin as its strategic partner to build brand awareness and strengthen its presence across Spain.
Oxigeno Activo La Salud
La Salud is entering a new chapter in its communications with a nationwide campaign that places its flagship product, Oxígeno Activo, at the heart of its growth strategy. To support this ambition, La Salud has chosen El Primo Marvin as its strategic communications partner. We developed a campaign that brings together strategy, positioning and creativity to build brand awareness and create a closer connection with consumers.
«En tu día a día y cuando se lía»
"For everyday mess and when things get messy” brings different cleaning needs together under one idea: from everyday cleaning to stubborn stains and those unexpected moments when the house needs a deep clean. The concept communicates effectiveness through relatable situations, using simple language and a light-hearted tone.
Through this concept, the brand aims to reach new consumers, strengthen its presence in the Spanish market and build relevance in a category that plays an everyday role in people’s homes.
The humour draws on a shared understanding between generations and a situation that feels familiar from either side of the door. It speaks to those responsible for keeping the home clean while also connecting with a younger audience who share in that everyday reality.
An integrated rollout
The campaign runs nationwide across TV, social media, digital channels and out-of-home advertising on streets and in metro stations, including digital screens. This integrated rollout creates more opportunities to connect with consumers and supports La Salud’s ambition to raise its profile across Spain.
Each execution is designed to work independently while reinforcing recognition of the campaign as a whole. The campaign visuals distil the concept into a single image, bringing together the aftermath of the party, the product in the spotlight and its dual benefit: cleaning and disinfecting.
"Organic Paid"
The film tells the story, while the social media assets draw on the style of organic content to fit naturally into users’ feeds and connect with audiences across generations.