Unilever Malaysia: Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan

This case study shows how Comfort, the fabric softener brand, drove usage in Malaysia by focusing on the 'most important garment for Malay women: the headscarf'.

Unilever Malaysia: Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan

Brand: Unilever MalaysiaAgency: Geometry Global Malaysia

The Summary Statement

Our task was to drive usage among Malay women by gaining shares from the market leader Downy. Long lasting fragrance, our core proposition, was category hygiene. It was also one that Downy owned more than us. So how does a challenger brand, Comfort Ultra, attack the market leader and come out on top?

Comfort Ultra brought the conversation to sharp focus by targeting the single most important garment for a Malay woman; the tudung (headscarf).

We launched with the idea...

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