Client: SC Johnson (Multi-Brand) | Category: FMCG, Home Care, Home Cleaning, Air Care | Discipline: Integrated Festive Campaign, KV, Digital, E-Commerce | Scope: Key Visuals, Retail Displays, E-Commerce Assets, Digital Content, Promotional Materials | Season: Chinese New Year 2023 | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Most brands have to earn their way into a festive season. SC Johnson's home care brands don't — because Chinese New Year, in Malaysian-Chinese tradition, opens with a ritual that is their category in action: the pre-CNY spring clean. Cleaning the home before Lunar New Year to sweep out the old year and welcome prosperity in is a genuine cultural act, not a chore. For a home cleaning and air care company, CNY isn't a borrowed gifting moment — it's the single most culturally-relevant moment of the year.
The festive key visual — prosperity, renewal, and the fresh, welcoming home at the heart of the campaign.
For SC Johnson's Chinese New Year 2023 campaign, we brought multiple household brands together under one festive retail and visual system built for the Malaysian market. As a creative agency in Kuala Lumpur specialising in festive campaigns and FMCG retail communication, the objective was a cohesive CNY experience that keeps SC Johnson's home cleaning and air care brands culturally relevant and highly visible during one of the year's biggest shopping and home-cleaning seasons. Developed across key visuals, retail displays, e-commerce assets, digital content, and promotional materials, the campaign uses rich festive palettes, modern Chinese New Year motifs, and lifestyle-driven storytelling to connect each brand to the prosperity, renewal, and fresh-home rituals of the season — strengthening SC Johnson's presence across modern trade and digital platforms throughout the Lunar New Year period.
SCJ CNY 2023 — a multi-brand festive system connecting SC Johnson's home care brands to the pre-CNY spring-clean ritual.
The campaign extended into e-commerce and digital — festive relevance carried from the shelf to the storefront.
Most festive FMCG work stops at decoration: red and gold, motifs, a greeting. The work that actually lands goes further — it connects the brand to a genuine ritual of the season, the real cultural behaviour consumers are living through. For home care brands at Chinese New Year, that ritual is the spring clean and the fresh, welcoming home; for food brands it's the reunion table; for beauty it's looking your best for the gatherings. Knowing which ritual a brand authentically belongs to — and building the campaign around it — is the difference between festive wallpaper and festive relevance. As a creative agency in Kuala Lumpur, we build integrated, multi-brand festive campaigns for FMCG holding companies across Malaysia and Southeast Asia, for CNY, Hari Raya, Deepavali, and Christmas.
Capabilities applied to this project: SC Johnson CNY campaign, SCJ Chinese New Year campaign, multi-brand CNY FMCG campaign, integrated festive campaign Malaysia, home care festive campaign, Chinese New Year FMCG campaign Malaysia, festive retail campaign Kuala Lumpur, multi-brand festive design, SC Johnson creative agency Southeast Asia, CNY key visual and POSM, festive shopper marketing Malaysia.
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