Champion Detergent: Harnessing the power of drama – A local detergent brand on the defensive
Sebastian Cruz
Campaign details
Brand owner: Peerless Products ManufacturingAgency: PHD Media NetworkBrand: Champion DetergentCountry: PhilippinesChannels used: Branded content, Online video, TelevisionMedia budget: 1 – 3 million
Executive summary
In 2011, Champion detergent, a local Filipino brand, had managed to become number 1 in metropolitan Manila and number 2 nationwide in the Philippines, defeating global brands of Procter & Gamble and Unilever in terms of volume share.
With only one third of the spending power...