Vileda Iberica: Bad news

This case study describes how Vileda, a mop company in Spain, created a humorous, localised campaign to increase sales and penetrate a crowded market.

Vileda Iberica: Bad news

Campaign details

Agency: Proximity BarcelonaClient: Vileda Ibérica S.A.Category: Product Manufacturing and Distribution

Executive summary

Vileda wanted to mark the 40th anniversary of its mops being introduced in Spain, but it was operating in a market flooded by cheaper alternatives and an economic crisis. So with only a small budget, it decided to run a campaign based around a Spanish tradition of putting newspaper down on a freshly mopped floor to stop it from getting footprints on it. A special 'Bad News' newspaper was produced, humorously highlighting some of the scandals and...

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