| BY Adam Shaw |Unilever’s dishwashing brand Svelto has launched a new campaign in Italy that repositions dishwashing as a more enjoyable experience. Built around the line “It feels better, because it is better”, the campaign reframes dishwashing from a routine chore into a moment that invites consumers to slow down and enjoy the experience. The campaign centres on Svelto Titanium, a premium concentrated range designed to deliver strong degreasing performance alongside benefits such as gentleness on hands and a fresh fragrance. The launch also introduces RhamnoClean™ technology to the Italian market — a 100% plant-based, renewable and biodegradable cleaning agent. 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.”