Bauer Media has partnered with Surf on a multi-platform campaign to launch the brand’s new Magnifi-Scent Wash laundry detergent. The campaign was designed to engage young women with fast-paced lifestyles by highlighting the product’s ultra-speedy 15-minute wash cycle and its long-lasting, fragrance.

At the heart of the campaign was a nod to the target audience’s love of binge-worthy reality TV. Bauer enlisted Olivia Attwood’s hit podcast So Wrong It’s Right to create a special three-part branded spin-off series, Come Clean in 15. Each 15-minute episode featured Olivia chatting with friends from the world of reality TV, perfectly aligning with the product’s quick-wash message and energetic tone.

Complementing the podcast, heat magazine played a central role in amplifying the campaign. Known for its connection with the reality TV world, heat ran a weekly feature spotlighting the best moments from Come Clean in 15, as well as a brand-new Magnifi-Scent Moments column sharing the latest gossip from celebrity and dating scenes.

A standout moment of the campaign came with a first-of-its-kind touch-activated scented gatefold in heat magazine. When opened, readers experienced a burst of Surf’s new Magnifi-Scent fragrance, a unique, multi-sensory execution that captured attention and brought the product’s essence to life in a way that no digital campaign could replicate.

Charlotte Cornfield, Surf Assistant Brand Manager said: “Our Surf Magnifi-Scent Wash partnership with Bauer Media was a real multi-channel success, spanning social, digital, print, and podcast audio to raise awareness of Surf’s first laundry detergent designed specifically for short cycles. While our social-first agenda ensured a strong focus on digital and social platforms, the scented gatefold in heat magazine brought our new fragrance directly into readers’ hands—delivering a fabulous fragrance experience they could enjoy before even opening the magazine! Selling scent through a screen is always a challenge, so this creative print activation was a no-brainer, allowing us to bring the fragrance to life in a super-impactful way,”

The campaign was planned and booked through Mindshare.