Kao announces rebranding of 'Attack' showing its innovative convenient detergents for life.

Attack, one of brands under Kao Industrial (Thailand) Co., Ltd. announces its major rebranding with the plan to expand target audience to new generation which has become the biggest population in Thailand while remaining its main target on mothers and new generation couples who tend to mostly work outside. As part of its rebranding, Attack offers Micro Wash Technology, its new innovative that serves consumers who do not have much time on housework but also desire the great effectiveness of cleaning.

Mr. Yuji Shimizu, President of Kao Industrial (Thailand) Co., Ltd. added "The rebranding of Attack is happening worldwide starting from Japan in 2019 with an aim to step up brand position to be the second place in detergents market in the future. We intend to communicate and offer the innovative convenient to not only the new generations but also the gentlemen who can handle household tasks by themselves, this communication is different from the other brands which aim to communicate to housewife only."

Attack has designed communication plans for both offline and online channels by considering consumer's needs. This formula was developed for front-loading and top-loading washing machine with 4 new scents; Clean Advance, Charming Romance, Lady Elegant and Relaxing Botanic and the formula was also improved with the consideration of environment by reducing the use of chemicals and to use natural enzymes that are biodegradable as well as reduce the plastic packaging waste to 38 tons per year.

Micro wash Technology is a technology combined with enzyme cleaner to provide a one-step laundry which helps to remove stains and get clothes clean and reduces time of soaking and hand-washing clothes. Attack has always placed important on product development that serves consumer needs, reflecting its readiness to improve and deliver products that satisfy to the changes in consumer lifestyle behaviors.

The rebranding of Attack attempts to be consumer's Top of Mind and desires to completely become the second place in detergents market in 2025.