Sunlight® laundry detergent announces a brand relaunch

Sunlight®, a trusted laundry brand enjoyed by Canadians for generations, is entering a new chapter with the launch of a refreshed portfolio and an all-new brand campaign designed for consumers who love great-smelling laundry.

The relaunch marks the culmination of a multi-year transformation focused on a simple but powerful consumer insight: for many Canadians, scent is more than just a fragrance. It is an emotional experience that can elevate everyday moments and express care for the people they love.

To meet the needs of these scent-seeking consumers, Sunlight® has reimagined its laundry detergent lineup with four vibrant fragrances: Original Fresh®, Spring Blossom, Calm Meadow and Tropical Burst, that deliver the reliable clean Canadians expect, along with long-lasting freshness for up to 60 days out of storage.

"This relaunch represents one of the most significant evolutions in the history of the Sunlight® brand," said Margarita Bajzelj, Director of Marketing, Henkel Consumer Brands Canada. "We've taken everything Canadians trust about Sunlight® and paired it with an enhanced fragrance experience that brings more joy, freshness and delight to laundry day. The result is a portfolio designed specifically for people who believe scent has the power to brighten their day."

Blending familiar elements from the brand’s heritage with a fresh, contemporary energy, the campaign uses playful storytelling, memorable music and vibrant visuals to create an engaging experience for today's consumers.

The integrated campaign will appear across television, digital, connected TV, social media and retail channels, ensuring Canadians can discover the new Sunlight® laundry detergent wherever they shop, browse and consume content. 

To bring the fragrances to life beyond the screen, Sunlight® will also engage consumers through immersive scent experiences and in-person activations, providing opportunities to experience the new fragrances firsthand and discover their favourite scent.

The relaunch is supported by an extensive retail program designed to drive trial and discovery both online and in-store. Through enhanced digital shopping experiences, in-store merchandising and fragrance-focused demonstrations, Canadians will be invited to explore the new collection throughout the fall season.

With this relaunch, Sunlight® is reinforcing its commitment to delivering dependable cleaning performance while creating a joyful and sensorial laundry experience for Canadian families.

For more information about the new Sunlight® portfolio, visit sunlightlaundry.ca