Champion Detergent: Harnessing the power of drama – A local detergent brand on the defensive

Sebastian Cruz

Campaign details

Brand owner: Peerless Products Manufacturing
Agency: PHD Media Network
Brand: Champion Detergent
Country: Philippines
Channels used: Branded content, Online video, Television
Media budget: 1 – 3 million

Executive summary

In 2011, Champion detergent, a local Filipino brand, had managed to become number 1 in metropolitan Manila and number 2 nationwide in the Philippines, defeating global brands of Procter & Gamble and Unilever in terms of volume share.

With only one third of the spending power of its competitors, maintaining this market position, however, proves to be very difficult. In 2012, Champion was expecting P&G and Unilever to go on total offensive to reclaim the number 1 spot and was in a need of a strong defensive strategy and impactful media executions that would protect its market leadership.