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...