This month, we're launching the biggest campaign in MNML's history: a US brand campaign called The Sunday Reset, created with award-winning creative agency Raindrop. It's a love letter to the small weekly ritual that sets the tone for everything after it and yes, laundry has a starring role. Here's the story behind it: the idea, the film, the partnership, and where you can watch it (and shop).
What is "The Sunday Reset"?
The Sunday Reset is that quiet weekly ritual of getting your home, and your head, in order before the week begins. Tidy space, fresh sheets, a clean slate. For a lot of us, it's less about chores and more about control: the small act of setting yourself up to feel calmer and more prepared come Monday.
MNML was built on a simple belief: the things you already do every day should give something back. So instead of asking you to add another routine, we made the routine you already have work a little harder. Our neuroscience-backed functional fragrance turns laundry from a task you rush through into a small sensory moment: the amazing-smelling, grounding part of your reset that carries into the week. That's the whole idea in one line: turn your Sunday Reset into a week of calm.
Meet Raindrop: the agency behind the film
To tell that story properly, we partnered with Raindrop, an award-winning US creative agency known for building some of the most-loved direct-to-consumer brands in America — including Dr. Squatch, Native and Gruns.
We chose Raindrop because they don't just make ads; they build brands people actually feel something about. They understood the Sunday Reset immediately: the sensory craving, the ritual, the quiet satisfaction of a job well done and they know how to put that on screen without it feeling like a commercial. For a brand whose entire difference is how it makes you feel, that mattered more than anything.
The film: 30 seconds, made to be felt
At the heart of the campaign is a 30-second film. No jargon, no laundry-science lecture: just an American mom, the chaos whirling around her mind every night, real US laundry moments, and the sensory world of MNML: the first-whiff, the exhale of a fresh, calm home. It's warm and unmistakably us.
Why now: MNML's US moment
The timing isn't an accident. Since launching in the US, MNML has grown to more than 1,500 stores - a nationwide rollout at Target, shelves at Sprouts Farmers Market, and a run of new grocery partners including Hy-Vee, The Fresh Market, Cub, Fresh Thyme Market, Metropolitan Market and Earth Fare.
We've long believed the laundry aisle hadn't caught up to the shopper. Functional fragrance is now one of the fastest-growing premium cues in home and personal care, and it's encouraging to see retailers recognising the same gap and backing a small brand like ours to help lead the way. Getting onto the shelf was step one. This campaign is step two: making sure people know who we are, and what the Sunday Reset can do for their week.
Where to watch and shop:
- Watch the film: [MNML Laundry - The Sunday Reset]
- Shop the range: mnmllife.co
- Find us in-store: Target, Sprouts, Hy-Vee, The Fresh Market, Cub, Fresh Thyme Market, Metropolitan Market, Earth Fare.
- New - try before you commit: our $0.99 "Try Me" single packs, now at Target. One capsule (or scent booster pack), one wash, one very good-smelling first impression.