Dero - Powder to the people (‘Pudra pentru popor’): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, whereas Procter & Gamble (who bought the other) imported Ariel as a premium brand.
Agency: Bartle Bogle HegartyAuthors: Ben Jenkins and Gabriel Predescu

Dero – Powder to the People ('Pudra pentru popor'): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever

INTRODUCTION

Europe's second poorest country might not seem like the most fertile territory for an IPA Effectiveness paper1. Traditionally, the focus is on more developed and especially Western European economies2. But this is a story about breaking with tradition.

It reveals how a marketing team realised nearly 300% profit on their advertising investment by ignoring the wisdom of 'West is...

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