Comfort Fabric Conditioner - Comfort challenges the 'rules' and wins big in South-East Asia

In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre.

Comfort Fabric Conditioner – Comfort challenges the 'rules' and wins big in South-East Asia

Principal Authors: Benoit Wiesser and Anna Soliman – Ogilvy & Mather Asia Pacific, Daniel Brenikov – Ogilvy & Mather Hong Kong

Contributing Authors: Yan Yi Chee – Ogilvy & Mather Asia Pacific; Vikas Gupta, Kshitij Singh, Panipak Kovithvathanaphong, Fransisca Ho, Daren Chuan – Unilever Asia Private; Marc Gilmore – Mindshare

EDITOR'S SUMMARY

This paper provides a wonderful lesson in how to overcome a ‘not invented here’ attitude and instead find a ‘how can we reinvent it here’ solution. The Comfort team in Asia Pacific saw something...

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