Household & domestic

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Harpic: Toilets On-Demand

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

Toilet cleaner brand Harpic used location-based technology in India to solve a long-standing social dilemma.

P&G: Shiksha – Your everyday brand choices can educate the country

Case Study • Sneha Kanukolanu, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Procter & Gamble International Operations SA: WYGS Noseblind

Case Study • European Association of Communications Agencies, Silver, 2018

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Harpic: Five words that made toilets India's new status symbol

Case Study • Jay Chiat Strategic Excellence Awards, Grand Prix and Gold, Connection strategy, 2018

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Unilever: Rin Career Ready Academy

Case Study • Direct Marketing Association - US, Runner Up, 2018

Rin, a detergent brand from consumer goods company Unilever, launched the Rin Career Academy in India to help young people succeed in job interviews.

CMPC: MAX WIPE

Case Study • Direct Marketing Association - US, Runner Up, 2018

CMPC, a brand focused on B2B companies with a wide range of cleaning products, launched a set of videos to showcase three attributes of its product to B2B clients across different categories in Chile.

Harpic: Banega Swachh India

Case Study • MMA Smarties, Finalist, India, 2018

Harpic, a brand of toilet cleaner, used location data to guide users in India to public toilets and increase brand awareness for the brand.

Digital transformation starts with people and culture

Opinion • Brian Carruthers, September 2018

There’s no one way to tackle digital transformation, says Rahmyn Kress, chief digital officer at Henkel.

P&G’s Katharine Newby-Grant: “If not us, then who? And if not now, then when?”

Article • Emma Pengelly, Event Reports, Creativity+Humanity Conference, September 2018

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

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.

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 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.

Harpic: India’s newest status symbol

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Gold, 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 Category Intelligence, 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.

Archer+Wolf LLC: The biggest sports endorsement deal of all time

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Archer, a small home care company for men, increased sales in the US by creating the biggest sports sponsorship deal of all time with Windy City Thunderbolts pitcher Clay Chapman.

Mr. Clean: Cleaner of Your Dreams

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Mr. Clean, a cleaning product brand owned by Procter & Gamble, reinvented its brand by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

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.

PEDIGREE Child Replacement Programme

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

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the PEDIGREE Child Replacement Program, which targeted the parents of children who have left their home in New Zealand.
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. broadcast in the men’s razors and laundry detergents categories.
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: 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.