Opal wanted to reach a new audience—consumers under 35—after decades of being perceived as a detergent brand for housewives over 40.
Their focus was on Opal Ultra, their most powerful stain remover, and the goal was clear: reframe the brand in a way that connects with younger generations.
We started with a cultural insight.
While Gen Z and millennials crave authenticity and unfiltered content on social media, we noticed a contradictory trend happening at the same time: People were actively seeking out Photoshop artists to fix ruined or photobombed images.
These unwanted elements—blurred faces, awkward strangers, weird gestures—were the visual stains stopping people from posting their favorite moments.
That’s where we saw an opportunity: What if Opal could remove stains—not from clothes, but from photos?
So we launched a simple, bold strategy:
We invited people to send us their ruined photos via Messenger, and Opal would clean them up—no filters, no judgment.
We’d help them post with pride again.
By flipping the product promise into a digital experience, we demonstrated the power of Opal Ultra in a fresh, unexpected way—no laundry basket required.
The campaign culminated in a curated collection of the best before-and-after images, showcasing how Opal helped a new generation get their photos—and their confidence—back.
