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Learn how Reckitt used educational content to spread awareness about clothing waste

July 21, 2022

Making Waves

We sat down with experts in the advertising industry at Cannes Lions International Festival of Creativity. In this series, you’ll hear from marketing leaders, brand builders, and influencers who will dive into marketing trends, explore new ideas, and share where they believe the future of the advertising is heading. See who’s making waves.

Cigdem Kurtulus of Reckitt, a British multinational consumer-goods company, shares how the business used educational content to help teach their audiences about clothing waste and ways to be sustainable in their campaign Generation Rewear. In this interview, Kurtulus shares how Reckitt taught customers how to use the fabric detergent Vanish, and demonstrates the ways the product could help clothes last longer and reduce waste. See how Reckitt used storytelling and creativity to develop engaging content for audiences while also showing them something new.