Unilever: Comfort SofTest

This case study demonstrates how Comfort Pure, Unilever's global fabric conditioner brand, used digital disruption to attract young Vietnamese mothers, break revenue stagnation and get the brand back into growth within a year.

Unilever: Comfort SofTest

Agency: Ogilvy Singapore

Objectives

A fabric conditioner with a difference must overcome entrenched cultural obstacles if it is to successfully appeal to young Vietnamese Mums.

The brand: Comfort Pure

Comfort is Unilever's global fabric conditioner brand. Launched in 1969, it has built nearly 50 years of fame and success on the gentle softness it brings to clothes and fabrics. And if Comfort is gentle and soft, then the 'sensitive skin' variant Comfort Pure is even gentler and even softer. Which is why, all around the world, millions of new Mothers use Comfort Pure on their babies' clothing....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands