Client: Glade (SC Johnson) | Category: FMCG, Air Care, Home Fragrance, Scented Gel | Scope: Key Visual Design, POSM, Experiential Roadshow, Retail Activation, Digital Storytelling | Market: Malaysia | Year: 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur
Hello Kitty isn't a character — it's a feeling. A 50-year-old cultural icon that crosses generations, genders, and geographies, and carries with it one of the most loyal emotional fanbases in the world. So when Glade brought us the brief to translate that icon into a multi-platform FMCG campaign for the Malaysian market, the question wasn't whether the partnership would land — it was how to make it land bigger than a typical character collaboration.
Glade x Hello Kitty — two parallel design worlds, one collectible universe, designed to live across packaging, premiums, and retail.
Our answer was to stop treating Glade like an air freshener and start treating it like a lifestyle object. The Adventure Scented Gel range became the anchor of an immersive brand world that lived everywhere consumers do — campaign key visuals built around playful, collectible storytelling; mall roadshows that turned grocery shopping into a photo moment; in-store POSM and retail displays designed to be scrolled past and then doubled back to; and digital-first social content that gave fans something to share, not just see. The result is what every FMCG character collaboration aspires to be — commercially sharp at the shelf, emotionally rich beyond it.
OOH billboard display extending the Kimono and Adventure worlds into the shopper journey.
What this project really demonstrates is what an independent, full-service agency can do when there's no handoff between the team that ideates the campaign and the team that executes every touchpoint. The same room that built the Hello Kitty brand world for Glade also designed the roadshow booth, the shelf POSM, the digital assets, and the social storytelling — which is why the campaign feels like one thing instead of ten. That's the kind of integrated 360 FMCG campaign work we build for brands across Malaysia and the wider Southeast Asia region, powered by AI-integrated workflows that let us move at a pace bigger agencies can't.
Capabilities applied to this project: character collaboration campaign Malaysia, Hello Kitty IP licensing campaign, FMCG character partnership design, lifestyle FMCG campaign Kuala Lumpur, scented gel campaign Malaysia, home fragrance campaign design, key visual design Malaysia, FMCG POSM design, mall roadshow activation Malaysia, experiential retail activation, digital-first FMCG campaign, collectible-led FMCG campaign, integrated 360 FMCG campaign Malaysia.
Got a character IP, a global ambassador, or a cultural moment to build a campaign around? That's our favourite kind of brief. Start a conversation →
