Brand owner: Unilever
Lead agency: Mindshare Vietnam
Contributing agencies: Ogilvy Vietnam
Industries: Cleaners & detergents
Media channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio & audio, Websites & microsites
Budget: Up to 500k
Despite being market leader in the rest of Vietnam, dishwashing detergent brand Sunlight had always been a distant number two, while a local brand was number one, in the rural areas of the Mekong Delta.
The objectives for Sunlight were to:
- Get lapsers and competition users to reappraise Sunlight as a differentiated brand
- Win over Mekong rural consumers from the local brand.