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...