Sunlight: Men Can Too

Sunlight, Vietnam's leading washing-up liquid grew sales and reinforced its proposition as a progressive brand with an online campaign that positioned doing the dishes as a manly chore.

Campaign details

Brand: SunlightBrand owner: UnileverAgencies: Mindshare Vietnam, Happiness SaigonMarket: VietnamIndustries: Cleaners & detergentsMedia channels: Online video, Packaging & design, Sales promotion, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Vietnamese culture is still rooted in traditional gender stereotypes. Despite the fact that more than 70% of women work outside the home, performing household chores remains the responsibility of the female members of the family. Handling both roles doubles the pressure on them.

Sunlight believes in unleashing the untapped power of women in society,...

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