Celebrity Name: Adrienne Bailon-Houghton & Nilda Félix
Deal Type: Brand Ambassador / Campaign Partnership
Announced: March 19, 2026
Impact: Positions Finish Ultimate Quantum as a premium yet value-focused dishwashing solution, using culturally rich, family-centered content to deepen consumer connection and encourage product switching
- Finish partnered with Emmy-winning TV personality Adrienne Bailon-Houghton and her mother, Nilda Félix, to launch the new Finish Ultimate Quantum dishwasher detergent, framed around a “grandma-core” Cookbook Club campaign.
- The new product delivers 50% more cleaning power than the previous Finish Power formula and comes in at a lower cost per wash compared to a leading market competitor.
- The Finish Cookbook Club, a series of in-person (NYC) and virtual cooking classes in partnership with League of Kitchens, launched with three events in March 2026, covering Indonesian, Lebanese, and Indian recipes.
- Finish Ultimate Quantum is now available at major retailers including Amazon, Walmart, Costco, Sam’s Club, and Kroger, starting at $4.99, with a $1,000 gift card giveaway tied to the campaign launch.
Finish is bringing a fresh, family-first energy to its biggest product launch in years. The Reckitt brand tapped entertainer Adrienne Bailon-Houghton and her mother, Nilda Félix, to headline the rollout of Finish Ultimate Quantum, leaning into a “grandma-core” cooking and cleaning concept that feels both timely and personal.
Adrienne, a Daytime Emmy Award winner best known for co-hosting The Real (2013–2022) and as a founding member of The Cheetah Girls, has been making a strong career comeback in 2026, headlining the Roku Channel rom-com Chef’s Kiss, which dropped February 10, making this partnership a natural fit given the cooking-forward theme.
At the heart of the campaign is the Finish Cookbook Club, a series of immersive cooking classes hosted alongside League of Kitchens, a culturally driven culinary school.
The classes pair hands-on recipe exploration with practical dishwashing tips, encouraging consumers to swap in Finish Ultimate Quantum as part of a smarter kitchen routine.
Similar celebrity-brand moves have been making waves. Just as Taraji P. Henson partnered with Fanatics Casino and La La Anthony teamed up with Sei Less for a limited-time menu campaign, this Finish deal reflects an ongoing trend of multicultural female celebrities anchoring major brand campaigns with authentic personal narratives.
Adrienne described the partnership as a celebration of cooking traditions passed down through family generations, something the mother-daughter pairing makes feel genuinely lived-in rather than scripted.
Takeaways
This campaign is a smart play on multiple levels. Finish isn’t just selling a dish detergent, it’s selling a feeling: the warmth of cooking with your mom, the pride in a clean kitchen after a big family meal.
By choosing Adrienne and her actual mother, Reckitt sidesteps the polished-influencer trap and goes straight for something harder to fake, real family chemistry. That’s a brand signal in itself.
Adrienne’s 2026 momentum (a new film, a stage musical debut, and now this) shows a deliberate career expansion into lifestyle and entrepreneurship territory beyond straight entertainment work.
Nilda Félix, meanwhile, represents the “grandma-core” consumer trend that has been gaining serious traction: older, culturally rooted women who command genuine trust with household audiences.
Does pairing a celebrity with a real family member make a brand campaign more believable or does it still feel curated? Is the “grandma-core” lifestyle trend a lasting cultural shift, or a moment brands are rushing to monetize before it fades?
