Household & domestic

Article • WARC Category Intelligence, July 2018

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

Nielsen report: Key consumer behavior thresholds identified as the coronavirus outbreak evolves

Research Paper • Research on WARC, March 2020

This report looks at consumer purchasing data from across the world as the COVID-19 crisis has unfolded, through to what consumer behavior may look like after it has passed.

Glade: Scent By Glade

Rankings • WARC Media 100, 2020

Glade, a brand of household air fresheners, evolved its customer journey by allowing sampling of its products through Walmart deliveries.

How P&G is tapping tech-enabled insights

News • 09 March 2020

Cascade, the dish-washing detergent owned by Procter & Gamble, successfully leveraged tech-enabled insights to create a new product and fulfil a clear sense of brand purpose.

Kiwi: First Steps

Rankings • WARC Creative 100, 2020

Kiwi, the shoe polish brand, connected famous icons to their shoes by telling the story where they made their first step in changing the world.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Profiles, November 2019

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.

Sunlight: The Mekong Connection

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

Sunlight: Men Can Too

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Sunlight, Vietnam's leading washing-up liquid, launched a campaign centred around gender equality that increased sales and positioned washing dishes as a 'manly man's' chore.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Finish: Unraveling the real Brazilian dishwasher

Case Study • MMA Smarties, Finalist, LATAM, 2019

Finish, a detergent brand, launched an app to gather information about their Brazilian consumers and their habits around the brand and its products.

Clorox: Clean is Just the Beginning

Case Study • ARF Ogilvy Awards, Silver, 2019

The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video to track how people react to a clean room versus a dirty one.

Clorox Co (Household & domestic)

Article • Euromonitor Profiles, September 2019

This Company Profile from Euromonitor provides key details and analysis of Clorox, the owner of brands such as Brita filters and Burt's Bees.

Sunlight: The Mekong Connection

Case Study • Soumya Ranjan Panda, Tran Nguyen, WARC Prize for Asian Strategy, Entrant, 2019

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

Harpic: Making India Toilet Proud

Case Study • Jitender Dabas, Vibha Gupta, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2019

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

Ezee Detergent: Aaj hi… Hmmm

Case Study • Lavanya MN, WARC Prize for Asian Strategy, Entrant, 2019

Detergent brand Ezee took a multichannel approach based on fashion to regain relevance and boost sales in India.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, August 2019

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.

RB Global challenge 2018

Case Study • SABRE Awards, South Asia, Employer Branding, 2019

RB Global Challenge, Reckitt Benckiser's annual initiative, used social to increase entries by 336% in young audiences across the globe.

Lion Corp (Home care)

Article • Euromonitor Profiles, July 2019

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

Unilever (Household and domestic)

Article • Euromonitor Profiles, June 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Lysol: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Harpic: Five Words That Built Toilets

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

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.

Ecover/Rubbish Café: Pay for your meal with a piece of plastic waste

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Ecover, a Belgian cleaning products company, drove engagement by highlighting the environmental damage of plastic and companies’ responsibility for designing recyclable products.

The London Oil Refining Company: Astonish

Case Study • Design Business Association, Silver, 2019

Astonish, a cleaning products brand, challenged category norms by launching branding that reflected order rather than cleaning power graphics to increase distribution and sales in the UK.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

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

Clorox® Total 360® System: A Game Changer in Fighting Outbreaks

Case Study • SABRE Awards, North America, Product Media Relations, Gold, 2019

Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.