Household & domestic

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Procter & Gamble Japan K.K.: Changing Housework from a JOB to JOY

Case Study • SABRE Awards, Gold, APAC, Japan, 2018

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

P&G: Becoming a proud sponsor of Korean moms at Pyeongchang 2018

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Brand-Building, 2018

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

Procter & Gamble: Unlock the amazing Winter Olympic experience together

Case Study • SABRE Awards, In2 APAC, Advertising - Broadcast, Digital or Print, 2018

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Harpic: India’s newest status symbol

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Shortlisted, 2018

India's leading toilet cleaner brand Harpic launched a print-based campaign to encourage behaviour change and grow demand in rural areas.

Harpic: The most unpleasant experience

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Shortlisted, 2018

Toilet cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

P&G moves to trademark social media slang

News • 27 August 2018

NEW YORK: FMCG giant Procter & Gamble (P&G) has applied to the US Patent and Trademark Office to trademark certain social media slang in an effort to target millennials, according to news reports.

Hindustan Unilever's 'serious conversations' engage consumers

News • 07 August 2018

MUMBAI: Hindustan Unilever is using its detergent brands to initiate “serious conversations” with consumers on subjects ranging from the financial empowerment of women to the fear of failure, a leading executive has said.

What's working in cleaning products

Article • WARC Exclusive, July 2018

Global strategies, campaign updates and trends in the cleaning products category.

Henkel AG & Co KGAA (Home care)

Article • Euromonitor Profiles, July 2018

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, June 2018

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

P&G’s Pritchard uses Cannes forum to advance gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Pril: The One-Drop Bottle

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2018

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Lion Corp (Home care)

Article • Euromonitor Profiles, May 2018

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

The world's best FMCG campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Profiles, April 2018

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.

Mr. Clean, the undisputed winner of the Super Bowl

Case Study • SABRE Awards, North America, Consumer Marketing (Existing Product), 2018

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

How Domestos rethought toilet blocks with co-creation

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2018

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

Pril: One-Drop Bottle

Case Study • Ali Cheikhali, WARC Awards, Gold, Effective Innovation, 2018

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

Mr Clean wins Grand Ogilvy

News • 29 March 2018

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Mr. Clean: Cleaner of Your Dreams

Case Study • ARF Ogilvy Awards, Grand Ogilvy, 2018

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Fairy cleans up for P&G

Case Study • Design Business Association, Gold, 2018

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

Method: Fight Dirty

Case Study • SABRE Awards, Best Content Creation For Media Sites (Paid), In2, 2018

Method, a cleaning product company, increased brand visibility by creating a shareable public service announcement about the importance of hand washing, featuring comedian Tiffany Haddish.

Dettol: Selling hygiene sans fear

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2017

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

How Clorox overcame 'short-termitis'

News • 18 October 2017

ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.

Orange Clean: Time To Wash

Case Study • PMAA Dragons of Asia, Bronze, 2017

Hand soap brand Orange Clean encouraged children in rural China to wash their hands with soap through an engaging soap bottle.

What is the optimum amount of targeted advertising?

Article • Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12

Compares performance of targeted advertising vs.
Ariel: Dads #ShareTheLoad

Case Study • Rajat Mendhi, Manisha Sain, The WARC Prize for Asian Strategy, Shortlisted, 2017

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.
IKEA UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.
Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

Case Study • Cannes Creative Lions, Gold, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
Ariel: Dads Share the Load

Case Study • Rajat Mendhi, Manisha Sain , WARC Awards, Gold and Longevity Special Award, Best Use of Brand Purpose, 2017

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.
Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.