Dero - Powder to the people (‘Pudra pentru popor’): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, whereas Procter & Gamble (who bought the other) imported Ariel as a premium brand.
Agency: Bartle Bogle HegartyAuthors: Ben Jenkins and Gabriel Predescu

Dero – Powder to the People ('Pudra pentru popor'): how knowing when a global brand should reaffirm local roots proved highly profitable for Unilever

INTRODUCTION

Europe's second poorest...