Champion Detergent: How the Philippines' detergent champion defeated P&G and Unilever

This case study discusses how Champion Detergent, the local laundry detergent brand, gained the largest market share in the Philippines ahead of large multinational competitors despite a smaller advertising budget.

Champion Detergent: How the Philippines' detergent champion defeated P&G and Unilever

Sebastian Cruz

Campaign details

Brand owner: Peerless Products ManufacturingAgency: PHD Media NetworkBrand: Champion DetergentCountry: PhilippinesChannels used: Outdoor, out-of-homeMedia budget: Up to 500k

Executive summary

This case showcases how a local Filipino detergent brand reached the number 1 spot in metropolitan Manila defeating global giants – P&G and Unilever.

Champion Detergent did this through a powerful insight brought to life in a simple yet highly effective execution. Sachet is the name of the game in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands