Unilever Malaysia: Comfort. Bau Tidak Melekat, Kesegaran Berpanjangan
Brand: Unilever MalaysiaAgency: Geometry Global Malaysia
The Summary Statement
Our task was to drive usage among Malay women by gaining shares from the market leader Downy. Long lasting fragrance, our core proposition, was category hygiene. It was also one that Downy owned more than us. So how does a challenger brand, Comfort Ultra, attack the market leader and come out on top?
Comfort Ultra brought the conversation to sharp focus by targeting the single most important garment for a Malay woman; the tudung (headscarf).
We launched with the idea...