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Dettol: Fight to protect

Case Study • Tahaab Rais, Tina Sioufi, Hadi Khuzam, WARC Prize for MENA Strategy, Entrant, 2021

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

Reckitt: Democratizing data

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Reckitt Benckiser (RB), a British consumer goods company, found a solution to ensure its advertising was as effective as possible globally.

Lysol: #HealthyHabits6Step

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Lysol, an American cleaning and disinfection company, increased brand awareness and preference by using a social media campaign to educate consumers.

Reckitt Benckiser: Fountains (Hayrat) by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Finish, a dishwasher detergent brand, launched a campaign in Turkey to raise awareness of the problem of water scarcity.

Unilever’s Conny Braams: “Strong brands do well in e-commerce”

Opinion • Anna Hamill, June 2021

Brand building in e-commerce environments has emerged as a priority for marketers in the post-COVID world. Unilever’s Chief Digital and Marketing Officer, Conny Braams, shares the FMCG giant’s approach to growth in digital channels with WARC’s Anna Hamill.

Reckitt Benckiser: Water index by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Finish, a dishwasher detergent brand, launched a campaign in Turkey to promote its brand and water conservation.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Advertiser Profiles, June 2021

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.

Finish: Skip the rinse

Case Study • WARC Awards for Effectiveness, Grand Prix, Brand Purpose, 2021

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Clorox Clears Teachers’ Back-to-School Wish Lists

Case Study • SABRE Awards, IN2, North America, Non-profit/Charity, 2021

Clorox, a brand of cleaning products, financially supported teachers in the US to ensure they had the necessary supplies to teach remotely during the coronavirus pandemic.

Breeze: Unilever leverages first-party data to drive insights and personalization at scale

Case Study • MMA Smarties, Bronze, APAC, 2020

Breeze, a liquid detergent brand, grew market penetration in the Philippines by familiarising consumers who traditionally used powder detergents with liquid detergent.

Domex: Certified Clean Toilets

Case Study • Loren Saguil, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Domex, the toilet cleaner, partnered a popular app to help consumers find clean public toilets during road trips in the Philippines.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

How the worst kind of germs helped Pine O Cleen reassert its leadership of the home-hygiene category

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Pine O Clean (POC), a home-hygiene brand, regained leadership in its category in Australia by demonstrating that its products destroyed the worst germs of all: other people's.

Vim: Mirror Image

Case Study • Tavleen Kaur, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Vim, the household cleaning product, brought alive its shine proposition with the use of reflective plates as a medium in India.

Harpic: Banega Swasth India, from Swachh to Swasth

Case Study • SABRE Awards, Winner, Global, 2020

Dettol, a brand of cleaning supplies and disinfectant, increased school attendance among children in India by launching a hygiene curriculum that teaches them healthy habits from a young age.

Harpic: Overcoming India's Toilet Divide

Case Study • Jitender Dabas, Kush Anand, WARC Awards for Asian Strategy, Silver, 2020

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

Odonil Zipper: How Odonil found a way back into bathrooms

Case Study • Tushar Handa, Jitender Dabas, WARC Awards for Asian Strategy, Entrant, 2020

Indian toilet freshener Odonil Zipper ran a campaign to reposition itself from functional odour-fighting product to aspirational atmosphere enhancer to drive sales, defend market position and improve brand metrics with a new audience.

Vixal: Stop the Germs Party

Case Study • Cleef Chong, Adrian Adshade, WARC Awards for Asian Strategy, Entrant, 2020

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

Sunlight: Men Can Too

Case Study • Tran Nguyen Bao, Amit Thakur, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Entrant, 2020

Sunlight, Vietnam's leading washing-up liquid grew sales and reinforced its proposition as a progressive brand with an online campaign that positioned doing the dishes as a manly chore.

Vim: The Power of 100 Lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Deepa Kharidaha, WARC Awards for Asian Strategy, Entrant, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Clorox believes advertising is critical in a recession

News • 10 August 2020

The Clorox Co.

How Clorox will leverage power of advertising in a recession

Article • Stephen Whiteside, WARC Exclusive, August 2020

The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.

Jif: No More Drama

Case Study • Tala Arakji, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Jif took a data-driven dramatic approach to grow sales and increase market share for its multipurpose cleaning spray in the GCC.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.
How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.