Finish: Unraveling the real Brazilian dishwasher

Finish, a detergent brand, launched an app to gather information about their Brazilian consumers and their habits around the brand and its products.

Campaign details

Brand: FinishLead agency: AntennasBIRegion: LATAM

Strategy

Objective

The company had to double its market in Brazil for the next couple of years. The ADW detergent market leader, Finish, had been easily maintaining its good presence in the market throughout the years and, for being in Brazil with a high volume/value share, was even able to reduce costs maintaining a unique packaging compared to the rest of the world: the iconic Brazilian blue tube. Its powder format still was the most important, as was the format for all brands but the tabs was rising...

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