Champion Detergent: How the Philippines' detergent champion defeated P&G and Unilever

Sebastian Cruz

Campaign details

Brand owner: Peerless Products Manufacturing
Agency: PHD Media Network
Brand: Champion Detergent
Country: Philippines
Channels used: Outdoor, out-of-home
Media budget: Up to 500k

Executive summary

This case showcases how a local Filipino detergent brand reached the number 1 spot in metropolitan Manila defeating global giants – P&G and Unilever.

Champion Detergent did this through a powerful insight brought to life in a simple yet highly effective execution. Sachet is the name of the game in the Philippines with 70% of revenues coming from smaller SKUs. Research showed that maintaining strong top-of-mind awareness is the key to winning in the sachet game. With consumers purchasing detergents three to four times a week, the brand needed to have consistent brand exposure every day of the week.