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Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

News

SINGAPORE: Brands should be willing to admit they were wrong and go back to the drawing board when products aren't successful, a former senior executive at Procter & Gamble has said.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Case Study

This case study describes how Hindustan Unilever used direct marketing and mobile content to persuade consumers to play games linked to three of its brands: Domex, Comfort and Surf Excel Matic.

Case Study

This case study describes how Rin, an Indian laundry detergent brand, engaged with women in rural communities with an educational programme via mobile phone.

Case Study

This case study describes how Rin, an Indian laundry detergent brand engaged with women in rural communities with an educational programme via mobile phone.

Case Study

This case study demonstrates how Unilever used smart targeting online in order to promote its Comfort Pure fabric softener to consumers in Vietnam.

Case Study

This case study shows how Ariel, a laundry detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study describes how OMO, Vietnam's leading detergent brand, ran a brand campaign that promoted family values.

Case Study

This case study shows how Resesh, a fabric freshener brand, turned a mobile phone into a virtual experience tool for customers, and successfully raised brand awareness in Japan.

Case Study

The case study describes how OMO, a washing powder brand from Unilever, used a digital campaign to build awareness and brand love, as well as drive sales and position it as a market-leading brand in China.

Case Study

This case study describes how Indian detergent brand Active Wheel used a Voice Recognition-enabled Interactive Voice Response, to target the wives of migrant workers and relaunch the brand.

Case Study

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'.

Case Study

This case study describes how Active Wheel, an Indian laundry brand, used mobile technology to drive sales and brand awareness.

Article

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.

Case Study

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.

Article

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Case Study

This case study describes how Rin, a dominant detergent brand in some regions of India, created a mobile "career academy" to improve the career prospects of rural Indian women, and improve brand affinity.

Case Study

This case study describes how the washing powder Omo combined heart-warming content with mobile, social media and native advertising activations to engage young progressive Chinese mums.

Article

This event report looks at how the convergence of online and offline shopping has frequently highlighted gaps in continuity of brand expression and the experience that a brand delivers.

Case Study

This case study describes how Downy, one of the biggest fabric enchancers in Indonesia, overcame consumer apathy by using its Scent Switcher technology to engage consumers.

Article

This brief article rounds up some statistics regarding household products adspend.