Icon of Purity and Style: MAKE SENSE Launches Campaign for Ukraine’s First Black Wet Wipes by Naturelle

The strategic marketing agency MAKE SENSE challenged conventional perceptions of personal hygiene products by launching a creative campaign for the Naturelle brand that merges cleanliness with impeccable style.

Last year, Sunvita Group, a leading Ukrainian manufacturer of personal hygiene and cleaning products, introduced an innovation — black wet wipes by Naturelle. Based on the results of 2024, the company decided to scale the project to a national level.

To launch this new product, MAKE SENSE created a campaign that presents the black wet wipes as a new trend in the market, positioning them as an icon not only of cleanliness but of style. In the campaign videos, the wipes become the stars of any situation: at a fashion show, they attract more attention than the models on the runway; in an art gallery, they are mistaken for a masterpiece; and on a regular date, they turn the moment into something unforgettable.

The campaign includes a creative concept, video scripts for 30, 15, and 6-second versions, as well as key visuals and digital campaign materials. The videos were produced in collaboration with The Martini Shot production house and directed by Dasha Shi.

The campaign launched on April 10 with a digital-first focus.

Kyrylo Tereshchenko, owner of MAKE SENSE:
“Our mission is to support bold Ukrainian manufacturers launching revolutionary products by creating loud, memorable ads that stand out from the clutter and help them set trends.”

Ihor Levshun, CEO of Sunvita Group:
“For us, launching black wet wipes and their communication is a strategic step in expanding our market presence and creating exciting, unconventional innovations for consumers. We’re always on the lookout for new ideas and opportunities, striving to break through even in well-established markets.”