Sunlight: Festival foodpreneur bersinar – there is always a way for Indonesian women to shine!

Sunlight, a dish detergent brand, launched a campaign in Indonesia to alleviate the struggles of culinary SMEs and empower and inspire women to do more while differentiating itself as a brand that was 'Made for More'.

Campaign details

Brand: SunlightAgency: MindshareRegion: APAC

Strategy

Objective

Sunlight has always supported and engaged in empowering women all over Indonesia by providing them with quality products and opportunities to do more. As a significant leader in the Dishwash category in Indonesia, Sunlight has been impacted by heightened activity from competitors. Most of the competing brand communications focus on similar product benefits, so it was getting challenging to stay meaningful and different in a fragmented and cluttered ecosystem.

By the end of 2020, 10 million Indonesians working in SME lost their jobs and unemployment rate rose...

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