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Household & domestic

Household & domestic includes laundry, detergents and petcare, all of which are established advertising categories. Traditionally known for the ‘washes whiter’ product-focused approach, brands in this sector increasingly employ emotional or purpose-based appeals to stand out.

Key Reading

Important papers from across the Warc database

Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.
Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.
This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.

Case Study

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

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.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Case Study

This case study shows how Domestos, number 1 brand in toilet care in Romania, addressed the public issue of schools hygiene around Romania and pushed for a positive change for the children's benefit.

Case Study

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

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.
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Research Paper

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Article

This Company Profile from Euromonitor provides key details and analysis of SCA Group, the retail tissue and hygiene manufacturer.

Article

This Company Profile from Euromonitor provides key details and analysis of Clorox, the owner of brands such as Brita filters and Burt's Bees.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

This event report outlines how Sherwin-Williams, the paint brand, consistently builds engaging consumer experiences.
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  1. Article

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

  2. 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.

  3. Article

    This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

  4. 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.

  5. Article

    This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

  6. Article

    This case study describes how IKEA, the retailer, changed its brand purpose in the UK through a strategic platform based on consumer insights.
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