Campaign Purpose
The stain removal category had a very low penetration rate in Mexico (14.2% *) due to two main factors:
- Traditionalist culture: In Mexico there is a strong choice to chlorine and homemade methods for stain removal.
- Ignorance of the product application: Even though Vanish® provides instructions for use on its packaging ,the consumers don't follow them.
Through Focus Groups and Listening exercises we identified the most difficult stains mentioned by our users, but above all, we identified why they were not buying the product: They didn't know how to use it despite the fact that instructions are on...