Hypo Toilet Cleaner: Hypo Toilet Rescue Initiative

Emmanuel Adediran, Deborah Maxwell

Hypo Toilet Cleaner launched a volunteer-led campaign in Nigeria to grow share by 5% and increase category penetration by tackling the problem of open defecation.

Campaign details

Brand: Hypo Toilet CleanerBrand owner: Tolaram GroupEntrant company: Mediareach OMDIdea creation: Mediareach OMDMarket: NigeriaSector: Cleaners & detergentsMedia channels: Events & experiential, Online video, Outdoor, Out-of-home, Radio & audioBudget: Up to 500k

Executive summary

A new brand in an emerging category with established players identified a social problem affecting its consumers and slowing category growth.

It designed a simple solution and partnered with the government and consumers to address it and achieve its marketing objectives in a sustainable manner.

Market background & objectives

Hypo toilet cleaner...

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