With detergents doing more and more, consumers were skipping fabric softener altogether, unaware their clothes were paying the price. Comfort responded with a new formulation that not only softens but helps garments stay newer for longer.

We built the campaign around a powerful human truth: everyone has that one piece they can’t part with. “Keep your favourite item, your forever item” tapped into the emotional bond people have with their clothes, reminding them that Comfort helps preserve what they love.