Sun Products Teams with Magisto on All Campaign

Sun Products’ All laundry detergent “Summer Play” campaign was rolled out with online movie creation company Magisto. The campaign, which is the first of its kind in the category, enables parents to document, preserve and share their kids’ summertime moments in videos set to custom-themed music and select imagery to inspire sharing across multiple social platforms, including Facebook and Twitter.

“We know moms depend on All laundry to get out tough kid stains, now we’re connecting with moms in a new way through their mobile devices and Magisto,” said Lora Van Velsor, VP-marketing, Sun Products. “We’re combining the power of new technology and creative storytelling to help mom celebrate kids being kids, which is what All is all about.”

In mid August, the campaign had created 305,527 All branded “Summer Play” movies and garnered 1,208,544 movie views. The project was on target to hit 600,000 movies by the end of the summer, according to Sun Products.

Magisto was created by Dr. Oren Boiman, who wanted to create an easier way to put together videos of his first child.