Finish: Monday the 13th

Dishwashing detergent brand Finish Quantum ran a Super Bowl campaign to educate customers on its key benefit in the US.

Where were we?

In the US, purchasing dishwashing detergent was an auto-pilot shopping behavior. Consumers were inclined to choose the first brand that came to mind when making a selection. Therefore, Cascade had been the dominating brand in the market for a long time due to its heritage and reliable brand perception. In contrast, the challenger brand, Finish, had been losing market share due to low awareness and a lack of rational and emotional grounds for trial.

Why were we there?

Most Americans tend to wait for a full load before they run their dishwasher. To prevent dried-on stains, they...

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Insights Team
Bray Leino

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