Breeze Philippines: The Breeze Virtual Laundry Room

Loren Saguil, Stacey Gudani

Breeze, a clothing detergent company in the Philippines, increased sales of its liquid detergent by appealing to upwardly mobile consumers with a game-based mobile ad.

Campaign details

Brand: Breeze Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Laundry products Media channels: Mobile & apps, Online video, Sales promotion Budget: Up to 500k

Executive summary

Breeze set out with the objective to increase the penetration of their new liquid detergents in the Philippines market by familiarising consumers who were used to traditional powder detergents.

As the COVID-19 pandemic created an opportunity to focus on proper cleanliness in the home, it also posed new challenges in...

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