Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

Finish UK: Dishes

Agency: Wieden+Kennedy UK

Objectives

Commercial: Sales

Marketing: Penetration

Communications: Get more people to think of Finish as the best performing detergent.

Finish has led the UK dishwashing detergent category for as long as anyone can remember.1

Most of its history is a story of growth.

The brand grew up with the category, and for many became synonymous with it. Strong brand equity and the steady delivery of a high-performing product kept it ahead of the game, and protected its leadership from branded and supermarket own-label competitors alike.

But by, the 2010s, the picture had changed. Growth...

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