Unilever: Take care of your home, help children

Agency name: garp*cz
Client name: Unilever
Category: Brand-building

BACKGROUND

Activation Insight

The most important part of parenting is to protect children from danger and to provide them with better conditions. However, children spend most of their time in schools or kindergartens, which almost become their second home, out of the reach of their parents.

Since Unilever, and especially its brands Cif and Domestos, feel very concerned about children, it decided to provide better conditions for children in terms of enhancing the quality of their school environment.

NATIONAL CONTEXT OF THE CAMPAIGN

In the area of detergents, Czech and Slovak consumers are not very loyal and tend to switch between brands based on current promotional offers. Therefore, Cif and Domestos decided to invest in a socially beneficial project, which addressed whole communities instead of a single consumer.