This campaign is built on the backdrop of urban migration—the context in which young people leave their homes searching for the alluring scents of fame and money. But deep down, the most powerful scent remains the familiar home scent.
In D&E economies like Vietnam, urban migration is a key livelihood strategy for rural populations. Rapid industrialisation and urbanisation mean significant human mobility—from rural to urban and vice versa during downturns. This dynamic forms the backdrop of Sunlight Floor Care’s ‘Scent of Home’ (Mùi tổ ấm) campaign, which quickly went viral in Vietnam with 13 million views in 13 days on YouTube and is still going strong.
The brand message has resonated deeply with audiences nationwide, evoking positive emotions and conversations about family and home in an unprecedented way in a functional category like floor cleaners.