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Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Japanese fabric freshener brand Resesh grew market share with online binaural videos and traditional TV advertising.

Case Study

Laundry brand Breeze used a digital campaign to raise awareness of, and appreciation for, its global "Dirt is Good" campaign in the Philippines.

Case Study

Detergent brand OMO launched a TV, digital and outdoor campaign to change the meaning of New Year, or Tết, to help drought victims in Vietnam.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Whirlpool, an appliances manufacturer, built on its 'Everyday care' campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities across the US.

Opinion

Students don’t tend to like brands, but brands need to talk to them, but they are a complex group, described by just one term over a period of intense transition.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Article

Unilever, the FMCG manufacturer, is seeking to adapt its marketing formula in reflection of new technologies and shopper behaviours.

News

LOS ANGELES: Snapchat, the image-messaging app which is estimated to have 173m active users, is launching an initiative to encourage startups to grow their business by advertising on the platform.

Article

Procter & Gamble, the FMCG manufacturer, is refining its advertising strategy to reflect changing consumer habits and eliminate sources of waste.