S.C. Johnson introduces new product via ‘Laziest Influencer’ campaign from VML & Ogilvy Japan

With the mold-cleaning market somewhat stagnant in Japan, S.C. Johnson decided to introduce their new Kabikiller cleaning product, Easy Continuous Jet, with something different. They teamed up with VML & Ogilvy Japan to present a new spokes-animal whom they call the ‘Laziest Influencer’.

A sloth, known for doing, well, close to nothing, is an inspired choice as the new Easy Continuous Jet product cuts bathroom tile cleaning time in half, making it easier than ever to remove mold on tiles. He’s the right sales-animal for a product that removes the work from removing mold in the bathroom.

Complete with sloth-like traits, “Mr. Easy” has quite an attitude too, which he has shown on his social posts, as well as on TV and on radio promotions for the product. Known for his quick wit, the Kabikiller sloth has proven to be very quotable with the following lines describing his uniquely lazy personality:
• “Lift a finger? Sure, if I had any”
• “Cleaning bathrooms versus a cocktail by the pool…hmm, let me think”
• “If conserving energy is an art, called Leonardo.

The Kabikiller brand has achieved a market share of approximately 30% since the launch of its new product.

So far, the ‘Laziest Influencer’ has helped contribute to the Kabikiller brand, which has achieved a market share of approximately 30% since the new product launch. Seems this sloth is working pretty hard after all.