Campaign details
Brand: DomestosLead Agency: The Niche GuysRegion: EMEA
Strategy
Objective
Domestos is South Africa's market-leading toilet cleaner. In recent years, the brand has been increasingly challenged by the arrival of new, more-affordable brands and therefore, Domestos has needed to re-evaluate the relationship it has with its audience.
Instead of shouting louder than the competitors – with claims that are common to the category – the brand created a new strategy to differentiate itself... a strategy to do good, while doing good business. So the objective was for Domestos to differentiate itself in a growing...