Diva Fresh, the flagship laundry brand of Hemas Consumer Brands, has relaunched with improved Stain Fighter Technology and Perfume Booster, and Optical Brightener Technology that helps clothes retain a cleaner, more vibrant appearance. The brand is taking the product directly to consumers through its ‘Diva Fresh Stain Fighters Gamin Gamata’ town storming campaign.
The campaign is designed to move the conversation beyond product claims by providing consumers an opportunity to experience Diva Fresh for themselves. It demonstrates how the relaunched washing powder works on common everyday stains such as shirt cuff and collar stains, dust, mud, coffee, tea, and sauce stains, through live demonstrations, games, and consumer engagement activities.
Praneeth Kolonnage, Brand Manager, Diva Fresh, said, “People want to know if a washing powder will truly work on the stains they deal with on a daily basis; they don’t need another promise. For this reason, we are bringing the relaunched Diva Fresh straightly to consumers, so they get to experience it for themselves. We have enhanced the product with new Stain Fighter Technology while delivering consumer expectations. Diva has been a part of Sri Lankan homes for over 20 years, and this relaunch aims to demonstrate that we are still improving while keeping the needs of our consumers in mind.”
The improved Diva Fresh features stain-fighter technology designed to penetrate deep into stains and break them down to help remove day-today stains from the clothes quickly and easily. The “Diva Fresh Stain Fighters Gamin Gamata”campaign will take the product experience directly to communities, allowing consumers to put the relaunched Diva Fresh to the test against day-today stains. Consumers can take part and experience real performance of Diva Fresh by joining the in site washing also they will get opportunity to engage interactive games and activities while using the product and stand a chance to win gifts.
The ‘Diva Fresh Stain Fighters Gamin Gamata’ campaign traveled to towns over 2 months, brought the brand’s stain-fighting promise directly to where consumers live, work, and do their laundry. For a brand that has stood by Sri Lankan households for over two decades, this relaunch marks a renewed commitment; not just to clean clothes, but to consumers who deserve proof, not promises.
About Hemas Consumer Brands
Hemas Consumer Brands, a leader in Sri Lanka’s Home and Personal Care sector for over 60 years, focuses on empowering families to aspire for a better tomorrow. The business takes pride in utilising local insights to innovate and develop consumer centric propositions that have helped establish their purpose led brands as trusted household names in Sri Lanka. Driven by its deep understanding of the Sri Lankan consumer and an unwavering commitment to delivering superior quality and value through its products, Hemas Consumer Brands continues to enrich the lives of communities across the country.