Fabuloso, showed that mopping can be fun for everyone. Especially for those who find it boring the most

Everyone listens to music while mopping ("Trapear" in Spanish), so mixing it with the most listened-to music genre in Mexico by GenZ, Trap music, the Latin American floor cleaner released a limited edition bottle that drove users to a music album, 100% made with songs by a Trap Artist, Dixon Versatil, to highlight the attributes of the product and situations related to mopping.

Fabuloso trap para trapear 1080p
It was deeply people-centered: a trending music genre called Trap 🎵 + younger people mopping at home known as Trapear 🧹, aimed to incremental target audiences beyond the traditional housewives. We are incredibly grateful to be part of a company that allows us to experiment, gives us agility and empowerment, and listens to everyone.

Maricarmen Violante Senderos

LATAM Home Care Brand Innovation - Colgate-Palmolive

Fabuloso is one of the most popular Latin American floor cleaning brands. It has a history of connecting with people through music to transform tedious home chores into a more joyful experience.

But as we know, nobody likes to mop. Despite being a much-needed job, it's not sexy at all. The category has always focused on functional benefits, and although they are essential in deciding which product to buy, they limit the possibilities of adding value to them.

With data from the National Institute of Statistics and Geography (INEGI), Fabuloso realized that nearly 20 million young people (25 to 34 years old) in Mexico have become independent. Still, their economic income has become more limited, which means sacrificing and prioritizing some products over others. Finding a way to add value to our product was essential to stand out.

Young and independent people listen to music while cleaning the home. So, although we would hardly make mopping a desirable task, it becomes fun when accompanied by music, especially among late Millennials and GenZ.

Fabuloso created the world’s first-floor cleaner soundtrack: Trap para Trapear. The name came from combining the most listened-to music genre in Mexico by GenZ (Trap) and the household activity (Trapear), "mopping" in Spanish.

The brand created a limited edition bottle that led to the music album, made of songs by a Trap artist, "Dixon Versatil," highlighting the product's attributes and situations related to mopping. Using this music genre made the product more relatable and appealing to an audience who enjoys listening to music while mopping.

The campaign became a music sensation by giving a new meaning to mopping, showing that it could be a fun task, surpassing net sales objective by +42%, resulting from high-quality content that increased the campaign's credibility and authenticity among the audience, leading to outstanding results:

After becoming the most followed brand on Spotify, we jumped into the most danced brand on TikTok in Mexico with +24M views and +14K hours of dance seen and became a trend on the platform.

Board Trap 5

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Awards

2022 Ojo de Iberoamérica

2022 Ojo de Iberoamérica

Design and SFX


Silver

2022 Ojo de Iberoamérica

2022 Ojo de Iberoamérica

Jingle


Silver

2022 Círculo Creativo de México

2022 Círculo Creativo de México

Audio Craft


Silver

2022 Círculo Creativo de México

2022 Círculo Creativo de México

Media


Media

2022 Círculo Creativo de México

2022 Círculo Creativo de México

Radio


Silver

2022 Círculo Creativo de México

2022 Círculo Creativo de México

Audio


Silver

2022 Festival of Media Latam

2022 Festival of Media Latam

Best Engagement Strategy


Silver