Viva Paper Towels Turns Everyday Spills into Cleanup Adventure with Talking Ice Cream Bar

Viva® Paper Towels, a Kimberly-Clark brand, has reintroduced itself to the world with its new ‘Feel What Viva Cloth Can Do’ campaign, showcasing the brand’s signature combination of cloth-like softness and durability. The platform sees everyday messes brought to life to champion Viva’s unique cloth-like texture, appealing to premium paper towel users as a cleaning experience you have to feel to believe.

Developed in partnership with FCB Chicago, the campaign shakes up the category and proves paper towels can be fun too. Each spot features a mess-making character—from a sticky honey bear bottle to a melty alien ice cream bar, all in awe of Viva’s clean. These characters will launch the campaign, with several more joining the cast down the line.

“We know life gets messy – especially when honey and ice cream are involved. That’s why we created Messmakers, our biggest Viva campaign yet, to celebrate those gloriously chaotic moments with a paper towel that’s built to handle them”, said Tarun Raman, vice president, general manager - Household Care. “With a fresh new look rolling out soon and a tagline that says it all – ‘Feel What Viva Cloth Can Do’ – we’re showing up in a bold, fun way that puts Viva right where it belongs: in the heart of the mess.”

The campaign includes a series of :15 and :30 commercials that demonstrate Viva’s versatility as soft enough for skin, yet strong enough for sticky, stubborn cleanups.

“In a category full of slow-mo spills and made-up scenarios, we wanted to do something fresh and unexpected,” said Andrés Ordóñez, global chief creative officer at FCB. “We created memorable characters that create the mess themselves, who are amazed at the unparalleled cleaning power of Viva Paper Towels.”