Sun – The Experts
Brand Name: Sun – The ExpertsAdvertiser: UnileverAgency: Lowe ParisPrize: BronzeCategory: FMCG Household
SUMMARY
After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands became more aggressive and were exposed to a risk of commoditization. The challenge was to re-create a differentiation to re-establish the leadership of Sun and to give value to the market as a whole. “The Experts” campaign not only succeeded in stabilizing market share...