Campaign details

Brand: Pril
Brand owner: Henkel
Lead agency: TBWA\RAAD
Country: United Arab Emirates
Industries: Cleaners & detergents
Media channels: Online video, Packaging & design, Point-of-purchase, in-store, Product sampling, Sales promotions, Social media
Budget: 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'. After monitoring our target in their natural shopping environment, we understood what made them tick. To overcome this big challenge we decided to go small bringing our claim to life, literally. We took back our claim along with some of Fairy's market share.

Market background and objectives

'Value in power' category