Briefing

After the successful launch of Robijn Collections Laundry Perfumes, Robijn expanded its portfolio with Robijn Classics Laundry Perfumes. Our goal was to launch the new line in a way that clearly introduced the three iconic fragrances while further strengthening Robijn’s position in the laundry perfume category.

Strategy

Robijn Classics Laundry Perfumes needed to be positioned as true high-end fragrances. Not simply as a way to make laundry smell fresh, but as a scent experience in its own right. To be perceived as a fragrance, Robijn had to behave like a fragrance brand. So we stepped into the over-the-top world of classic perfume advertising. We used all those familiar codes of luxury perfume, but gave them a playful Robijn twist.

Approach

We created a humorous parody of iconic perfume commercials, turning the world of high-end fragrance into a campaign for laundry perfume. Instead of perfectly styled glamour, we leaned into everyday imperfections and awkward laundry moments. The tone was bold, dramatic and deliberately exaggerated, but the message was always clear: this is not just perfume, this is wasparfum. By treating Robijn Classics like a luxury fragrance line, we gave each scent its own distinctive role and made Robijn feel like the only fragrance you need.