Ala: Ala Life Stains

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Campaign details

Brand: AlaLead Agency: InitiativeRegion: LATAM

Strategy

Objective

Get Ala consumers and mixer users to increase brand's share in their baskets by reinforcing the emotional bond through a relevant proposition and a superior brand performance that is worth paying more for.

Ala is a traditional Unilever Laundry Brand. It's communication platform "Dirt is good" is worldwide famous, but since it's positioning was launched almost 20 years ago, audiences are used to receive the same message over and over again. Surprise them is an impossible mission, Ala is getting old and boring.

Ala is a...

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