Pril: One-Drop Bottle

Pril, a dishwashing detergent brand, used tiny bottles and in-store promotion to improve brand scores and sales in the United Arab Emirates.

Campaign details

Brand: PrilBrand owner: HenkelLead agency: TBWA\RAADCountry: United Arab EmiratesIndustries: Cleaners & detergentsMedia channels: Online video, Packaging & design, Point-of-purchase, in-store, Product sampling, Sales promotions, Social mediaBudget: Up to 500k

Executive summary

It only takes one drop of Pril to wash a set of dishes. That's what we've always claimed, until Fairy, the undisputed market leader, started promising the same, only much louder. As net sales growth in the United Arab Emirates (UAE) plummeted, the only way to dent Fairy's lead was to reclaim 'the power of one drop'....

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