How one brand hopes to disrupt the laundry sector with unstereotypical ads

Laundry and homecare business Henkel is looking to “disrupt” advertising in the sector with the launch more diverse and emotionally-driven campaigns.
Nikki Vadera, who joined Henkel five months ago as marketing director for laundry and homecare, says she is sick of the sexist stereotypes that have long been associated with household products.
“In all our adverts we were showing a white housewife in her mid-40s cleaning the toilet with her Marigolds on. That’s not the con