Campaign details

Brand: Fineline
Brand owner: Neo Corporate Co. Ltd
Lead agency: Hogarth Worldwide (Thailand) Ltd.
Country: Thailand
Industries: Laundry products
Media channels: Content marketing, Events & experiential, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Product sampling, Social media, Television
Budget: 3 - 5 million

Executive summary

Fineline, a Thai laundry care brand, was losing ground in an overcrowded market. Due to the brand’s attempts to follow category trends, it was lost in a sea of a hundred other fabric care brands and was failing to stand out. As a smaller local brand, the company’s sales promotions or product innovations could not beat any of its competitors. Hence, Fineline decided to risk it all, repositioned the brand and rebuilt product value. After the campaign was launched, the brand’s value grew by 26.7% without any help from celebrity endorsers.

Market background and objectives