How Vanish succeeded by marketing with, not at, consumers

This case study describes the re-launch of Vanish, the stain removal brand, in China through a participatory campaign targeted at mothers.

How Vanish succeeded by marketing with not at consumers

Asit Gupta

Campaign details

Brand owner: Reckitt BenckiserAgency: AdvocacyBrand: VanishCountry: ChinaChannels used: Direct marketing, Product and other sampling, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Vanish, the world's No.1 stain removal brand, had been launched twice before in China but then withdrawn. A new approach to convince sceptical consumers jaded by TV ads and in-store demos was needed. For the July 2012 relaunch, Vanish decided to market 'with' consumers, instead of marketing 'at' consumers....

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