Unilever: #DaaghonKaChampion

Surf, a laundry detergent brand, launched a campaign in Pakistan to regain market share from competitor brands and strengthen its position as the category leader.

Campaign details

Brand: UnileverBrand owner: UnileverEntrant company: Mindshare Pakistan, KarachiMarket: AsiaSector: Laundry productsMedia channels: Newspapers, Outdoor, out-of-home, Public relations, Radio & audio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Detergents Category is one of the most heated categories in Pakistan with top players like Surf Excel, Ariel & Brite breathing down each other's necks. The past one and half year for the category has been of extreme importance as a clear dynamic shift was being observed. Ariel was closing in on market share against the...

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