Sunlight Laundry Detergent

TV campaign for Sunlight laundry detergent, 1999-2000. After a successful campaign in 1998-9 (the 1999 Grand Prix winner), Sunlight sales had grown 28% while major competitor, Tide, had declined.
Agency: Ammirati Puris, TorontoAuthor: Not credited

SUSTAINED SUCCESS SILVER

Unilever Canada

Sunlight Laundry Detergent

Executive Summary

Turning a brand around in the packaged goods market is almost unheard of (Crossover Note 1).

Especially a brand that has been under siege by an ironclad competitor with far greater resources. Even tougher when your competitor owns the category benefit, has three times your share, and is a North American icon.

Sunlight Laundry Detergent pulled off such a feat. In April 98 March 99, after the launch of the 'Go Ahead. Get Dirty.' Campaign, Sunlight had grown 28% in...

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