Unilever's Svelto Launches Playful campaign in Italy, Reframing Dishwashing as an Enjoyable Experience

Jan. 29, 2026

Unilever’s iconic dishwashing brand Svelto has launched a new campaign in Italy that humorously presents dishwashing as an unexpectedly enjoyable experience. Starring former Italian footballer Christian Vieri and his wife, actress and model Costanza Caracciolo, the film follows a light-hearted and relatable storyline in which a husband, hooked on the feel and performance of Svelto, sneaks into the kitchen at night to wash dishes — only to be caught by his knowing wife. 

Built around the idea “It feels better, because it is better”, the campaign transforms dishwashing from a routine chore into an experience that encourages consumers to slow down and enjoy the moment. 

At the heart of the campaign is Svelto Titanium, a premium concentrated range designed to deliver powerful degreasing alongside added benefits such as gentleness on hands and a fresh fragrance. The launch also marks the introduction of new RhamnoClean™ technology in Italy — a revolutionary breakthrough, powered by a 100% plant-based renewable and biodegradable cleaning agent. 

Developed by Omnicom Advertising’s dedicated Unilever team, the Italian films are part of a globally consistent creative platform that has rolled out across Indonesia, Thailand, Vietnam, and South Africa, with the brand known as Sunlight in those markets, all united by the same quirky, much-loved storyline. 

Unilever Sunlight Global Brand Director, Priyanka Singh, said:

“The campaign brings a modern, distinctly Italian sensibility to dishwashing, leveraging the warmth, charm and natural chemistry between Christian and Constanza, to showcase how the most ordinary household moments can become pleasurable. This launch also marks a significant milestone for Svelto as our first campaign of its kind in Italy, signaling Unilever’s continued commitment to innovation and growth in the market. By encouraging consumers to trade up to a premium dishwashing experience, we’re supporting Svelto’s ambition to lead the category through superior performance and creativity that resonates.”

 

To bring the campaign to life, Omnicom Advertising collaborated with director Valerio Musilli and leading Italian production house Think Cattleya. An established director with a long-standing relationship with Think Cattleya, Musilli played a key role in shaping the films, adapting the dialogue to an authentically Italian tone and infusing the story with lightness, energy and charm. The project also marks the first collaboration between Think Cattleya and Omnicom Advertising, a partnership that delivered a fresh, engaging and memorable film.

Omnicom Advertising’s Global Business Director, Subarna Prabhakar, said:

“We wanted to tell a simple, human story that makes the product experience instantly believable. At the heart of the films is an authentic husband and wife duo who moves away from traditional household stereotypes. By combining genuinely relatable relationships, understated humour, and an elevated visual style, we’re able to turn Svelto’s superior product performance into something emotional, memorable and genuinely entertaining.”