Comfort Fabric Conditioner - Comfort challenges the 'rules' and wins big in South-East Asia

In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre.

Comfort Fabric Conditioner – Comfort challenges the 'rules' and wins big in South-East Asia

Principal Authors: Benoit Wiesser and Anna Soliman – Ogilvy & Mather Asia Pacific, Daniel Brenikov – Ogilvy & Mather Hong Kong

Contributing Authors: Yan Yi Chee – Ogilvy & Mather Asia Pacific; Vikas Gupta, Kshitij Singh, Panipak Kovithvathanaphong, Fransisca Ho, Daren Chuan – Unilever Asia Private; Marc Gilmore – Mindshare


This paper provides a wonderful lesson in how to overcome a ‘not invented here’ attitude and instead find a ‘how can we reinvent it here’ solution. The Comfort team in Asia Pacific saw something...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands