Pril: One-drop Bottle

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Campaign details

Brand: PrilBrand owner: HenkelLead agency: TBWA\RAADContributing agency: OMDCountry: United Arab EmiratesIndustries: Cleaners & detergentsMedia channels: Online video, Packaging & design, Point-of-purchase, in-store, Product sampling, Social mediaBudget: Up to 500k

Executive Summary

It only takes one drop of Pril to wash a set of dishes. That's what we've always claimed, until Fairy, the undisputed market leader started promising the same, but much louder. As net sales plummeted, the only way to dent Fairy's lead was to reclaim "the power of one drop". After...

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