How Vanish succeeded by marketing with not at consumers
Asit Gupta
Campaign details
Brand owner: Reckitt BenckiserAgency: AdvocacyBrand: VanishCountry: ChinaChannels used: Direct marketing, Product and other sampling, Social media, Word of mouth and viralMedia budget: Up to 500k
Executive summary
Vanish, the world's No.1 stain removal brand, had been launched twice before in China but then withdrawn. A new approach to convince sceptical consumers jaded by TV ads and in-store demos was needed. For the July 2012 relaunch, Vanish decided to market 'with' consumers, instead of marketing 'at' consumers....