Finish: Water For Tomorrow

Canan Pehlivanoğlu, Ersan Avcı, Ömer Ceran

Dishwasher detergent brand Finish ran a purpose-driven, localised campaign in Turkey to increase penetration and market share, grow in the premium product segment and boost brand health.

Campaign details

Brand: FinishBrand owner: ReckittEntrant company: Havas TurkeyIdea creation: Havas TurkeyMarket: Gobal/TurkeySector: Cleaners & detergentsMedia channels: Content marketing, Online display, Outdoor, Out-of-home, Television & Connected TVBudget: 1 - 3 million

Executive summary

In the Turkish dishwasher detergent market, by 2019, Finish had been losing ground to its number one rival Fairy for three years. Fairy's communication hinged on functional superiority which created a close relationship with its target audience.

Finish made a bold move and abandoned its three-decade-old communication based on functionality, dedicating itself to a...

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