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How Procter & Gamble research validates emotional marketing
Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people
Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.
Mythbuster: The relevance of 'relevance'
Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.
Kimberly-Clark's programmatic strategy
This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.
Household & Domestic company profiles
Euromonitor data and analysis on the sector's major companies.
PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change
This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.
Finish UK: Dishes
This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.
Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand
This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.
Dulux: AmbianceTM. Personalize Your World
This case study shows how Dulux, a paint brand, tapped into the Chinese New Year's tradition of renovating living spaces, to launch a sensory campaign that increased sales and brand awareness in Singapore.
Officeworks: Creating a customer-centric brand
This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.
Mars Inc (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.
How Persil reframed Dirt is Good for digital natives
This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.
Makers revolutionize making! How to derive insights from subversive consumer practices
This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.
Kao Corp (Household and domestic, paper products)
This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.
Nestlé SA (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.
Unilever (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.
Henkel KGaA (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex.
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