When “Movement” Activates Fragrance
Kao Launches Attack Innovation Featuring “Fragrance Capsule Technology”, Boosting confidence with every “Pat, Pull, and Hug” gestures

Kao Industrial (Thailand) Co., Ltd., a leading Japanese manufacturer of consumer and chemical products, has launched a new campaign for Attack laundry detergent under the concept “To make clothes more fragrant, this moment calls for Attack: Pat, Pull, and Hug”.
The campaign showcases Fragrance Capsule Technology, which allows garments to diffuse scent all day long through physical movement, meeting the needs of modern consumers, particularly “working moms” and the younger generation with fast-paced lifestyles who prioritize cleanliness and long-lasting fragrance to bolster confidence in every activity.

Mr. Shinji Matsuoka, Vice President Marketing Consumer Business at Kao Industrial (Thailand) Co., Ltd., stated “Market trends in the laundry product show that beyond cleanliness, consumers are increasingly prioritizing fragrance, especially families and working people who desire fresh-smelling clothes throughout the day. Kao is committed to positioning ‘Attack’ as more than just a detergent, but as a ‘daily assistant’ for every household. Our goal is to reduce the burden of laundry, increase moments of happiness, and make garment care easy, convenient, and time-efficient through innovation. This reflects our commitment to improving quality of life and supporting modern family lifestyles. By appearing in this commercial alongside our presenter, Nadech Kugimiya, we also aim to reinforce consumer confidence in the product and encourage everyone to experience it firsthand”.

Fragrance Capsule Technology is an innovation utilizing Microcapsules that lock perfume inside tiny spheres coated onto fabric fibers after washing. When friction or movement occurs—such as walking, stretching, hugging, or even lightly patting the shirt, the capsules break and release the fragrance. This gradual release ensures the scent lasts longer, keeping clothes fresh throughout the day.
With this technology, Attack keeps clothes fragrant for up to 45 days. In addition to its aromatic benefits, Attack is renowned for removing heavy stains in a single step without the need for soaking or scrubbing, making laundry more convenient and faster.

The campaign “To make clothes more fragrant, this moment calls for Attack: Pat, Pull, and Hug” features a new commercial starring Nadech Kugimiya and Mr. Shinji Matsuoka, Kao’s marketing executive, who joined the cast to foster a closer connection with consumers. The campaign communicates how simple everyday gestures boost their confidence through simple daily movements ‘patting, pulling, or hugging’ which trigger the Fragrance Capsules to release their scent.
Watch the commercial here

Attack reinforces its “The more you move, the more fragrant” positioning with four available distinct scents:

Experience the “The More You Move, The More Fragrant” sensation with Attack’s Fragrance Capsule Technology today at leading department stores, hypermarkets, and shops nationwide, as well as all online platforms. For more information, follow Facebook: ATTACK Family or LINE OA: @AttackFamily