Yumoş: Building

Yumoş, a detergent brand, launched a campaign in Turkey to increase brand awareness and gain market share.

Campaign details

Brand: YumosLead Agency: Wunderman Thompson TurkeyRegion: EMEA

Strategy

Objective

Having entered the Turkish market in 1986, Yumoş has been the lovemark in fabric conditioners category. Almost synonymous with fabric conditioner, Yumoş has been the leader in the category with the highest market share along with highest brand scores (85 pts in Unaided Brand Awareness, 57 pts in Communication Awareness and 32.3 pts in Brand Power). Meanwhile, Unilever had a high penetration of 89.9% in the overall Home Care / Cleaning category. Looking at the detergents category, we had a superiority in powder detergents...

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