Wibra

The message back in 2023 was clear: “Wow, is that from Wibra?” But that feeling shouldn’t just be said. It should be experienced. We already brought that to life in late 2024 with ‘Know your breasts’ and in 2025 with the Wibsters.

The Wibsters are a valuable source of insight for Wibra. The brand listens to their experiences and acts on them.

For this campaign, we focused on one of the key categories: cleaning. The question: how do we make cleaning products… wow? The answer is simple: no one enjoys cleaning, but almost everyone loves what comes after.

• a relaxed cup of coffee after cleaning
• lighting a scented candle in a spotless home
• the fresh smell of a gleaming bathroom

In short: that satisfying feeling after cleaning. Or as we call it: the cleaning climax. This became the heart of the campaign and shaped the core idea: first the cleaning, then the pleasure.

The Wibsters became part of the campaign. We invited them to create videos capturing their cleaning climax. The first 80 participants received a scented package filled with Dasty cleaning products. Around twenty videos were later used in the campaign for a final compilation video.

The campaign came to life across multiple assets:

• a video focused on scent
• a radio spot centred on the cleaning climax
• social ads featuring cleaning products
• social carousels co-created with the Wibsters
• a compilation video featuring the Wibsters
• scented packages for the Wibsters

Across every touchpoint, one idea remained central: Wibra surprises. Even in something as everyday as cleaning.

With ‘That’s wow from Wibra’, the brand is gradually evolving from a functional discounter into a true love brand. Not through big promises, but through small, relatable moments taken straight from everyday life.