News Release

Bold Launches New Campaign for the Modern Family – #YouAreBold


Monday, January 6, 2020 8:37 am GMT


"The new advert is reminiscent of Bold’s previous campaigns with family at the heart, however with a fresh spin using one of the nation’s favourite songs"
  • P&G Bold air new You are Bold TV advert in the UK championing women going back to work after pregnancy
  • Music for the campaign is based on Spandau Ballet’s 1983 hit, Gold
  • Reminiscent of Bold’s deep-rooted family connection in previous communications
  • The advert launched on UK screens at the beginning of December


Fabric care brand, Bold has launched a brand-new advert in the UK, championing women looking to take the step of going back to work after having a baby.

The new advert, named You Are Bold, focuses on the transformational moment where a mum is shown getting ready for a job interview and is invigorated and transformed by the scent of her freshly washed shirt, giving her the confidence to tackle the challenge ahead.

The brand, owned by Proctor & Gamble, has always taken a tongue-in-cheek approach to its advertising and You Are Bold is no different, with the song based on the 1983 classic, Gold, by Spandau Ballet.

“The new advert is reminiscent of Bold’s previous campaigns with family at the heart, however with a fresh spin using one of the nation’s favourite songs,” explained Revian Moller-Racke, Brand Manager Bold UK & Ireland.

“The advert harks back to some of Bold’s most loved adverts but explores a universal moment of ‘boldness’ – that many people can identify with – the moment a mother returns to work following maternity leave. Bold is a brand which cleans, freshens and softens, all in one. Bold deeply cleans clothes for brilliant results, and as the leading detergent brand with built-in conditioner, it also leaves your clothes soft with an irresistible scent, enabling you to look, feel and smell your best.”

The Spring Awakening scent showcased in the advert has experienced incredible growth, as the hero scent in the Bold Pods range, and called out by cleaning influencer extraordinaire, Mrs Hinch, as her favourite scent.

The Spring Awakening scent sits as part of the Dream Team collection, working in harmony with Lenor’s best-selling Spring Awakening Fabric Conditioner and In-wash scent booster. Clean, crisp and natural, Bold Spring Awakening feels like a fresh spring evening has soaked into your fabrics, brimming with notes of blooming flowers.

The You are Bold advert aired in the UK on December 1st 2019, also airing in Ireland in the prime time slot of the popular TV show, The Late Late Toy Show.

Link to You are Bold advert:

Bold Spring Awakening Pods are available now at Sainsbury’s, Tesco, Asda and more, RRP £7 for 27W.



Notes to editors

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About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.


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