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

Sebastian Cruz

This case study describes a TV advertising campaign launched in 2011 in the Philippines by Champion, a laundry detergent brand, to protect its market leading position against rivals Unilever and Procter and Gamble (P&G).

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

Sebastian Cruz

Campaign details

Brand owner: Peerless Products ManufacturingAgency: PHD Media NetworkBrand: Champion DetergentCountry: PhilippinesChannels used: Branded content, Online video, TelevisionMedia 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.

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