Finish: The Water Promise

Dishwasher detergent brand Finish achieved record sales in Gulf states by growing dishwasher penetration in the region with a multichannel campaign to promote its global brand purpose of protecting water.

Campaign details

Brand: FinishBrand owner: ReckittEntrant company: Havas Middle EastIdea creation: Havas Middle EastMarket: Middle East & AfricaSector: Cleaners & detergentsMedia channels: Content marketing, Online video, Outdoor, Out-of-home, Packaging & design, Point-of-purchase, In-store, Public relations, Television & Connected TV, Websites & microsites, Word of mouth, InfluencersBudget: 1 - 3 million

Executive summary

In the GCC, the adoption of automatic dishwashers is only at 15%. That’s not such great news for Finish, a dishwashing detergent brand. Globally, Finish is on a brand mission to empower people to preserve...

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