Campaign details
Brand: Unilever - SurfLead agency: Mindshare VietnamRegion: APAC
Objective
Surf operates in a low price segment in the fabric cleaning category in Vietnam. This segment is highly cluttered & competitive with many brands gaining shares through low pricing and below the line tactical promotion on the brand. The media spend for this segment is very minimal due to margin pressures. Also, most of the brands operate in the same space, superior cleaning & freshness fragrances, leading to no differentiation in the proposition. Consumers in this segment are very price sensitive and lack loyalty...