How Vanish succeeded by marketing with not at consumers

Asit Gupta

Campaign details

Brand owner: Reckitt Benckiser
Agency: Advocacy
Brand: Vanish
Country: China
Channels used: Direct marketing, Product and other sampling, Social media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

Vanish, the world's No.1 stain removal brand, had been launched twice before in China but then withdrawn. A new approach to convince sceptical consumers jaded by TV ads and in-store demos was needed. For the July 2012 relaunch, Vanish decided to market 'with' consumers, instead of marketing 'at' consumers.

Placing the product with 30 consumers, it got the first breakthrough when Yang Xiao Yu, a 30-year-old mum, developed the creative 'big idea': a stain-test chessboard – ie a piece of cloth with squares for different stains. Vanish turned this consumer inspiration into a $0.79 DIY stain kit.