Champion Detergent: Turnstiles Advertising - A pioneering approach to OOH

The detergents category is one of the most competitive in the Philippines, but the last five years had seen a stagnant growth in market share.

Champion Detergent: Turnstiles Advertising - A pioneering approach to OOH

Chi Salumbides, Chi Salumbides and Ivy Fajardo

Campaign details

Brand owner: Peerless Products Manufacturing CorporationAgency: PHD PhilippinesBrand: Champion DetergentCountry: PhilippinesChannels used: Outdoor, out-of-homeMedia budget: Up to 500k

Executive summary

The detergents category is one of the most competitive in the Philippines, but the last five years had seen a stagnant growth in market share. Competition had entered a stage of homogeneity with key players pitching the same promise of effectiveness and superiority on the same platform – television.

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