Harpic - What does your loo say about you?

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way.
Agency: JWTAuthor: Olivia Heywood

Harpic – What does your loo say about you?

Olivia Heywood

This case is about realising that the crucial message for women across the world was not 'what you can do for your loo' but 'what your loo can do for you'.


The Harpic brand was positioned as a generic, highly functional expert toilet cleaner. Multi-market campaigns are notoriously difficult because it is hard to find a unifying insight. Harpic had failed to overcome this and consequently had resorted to a focus on efficiency and efficacy. This did not prove to be...

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