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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 Prize 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 Prize 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 Prize 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 Prize 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 Prize 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.

ALKIMI brand creation: Cleaning up the category

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

ALKIMI, a brand of natural home cleaning products, launched its brand in the UK by creating a name and packaging design that reflects the science and nature behind the product.

How health and wellbeing brands can grow during COVID-19

Article • Richard McAleavy, WARC Exclusive, May 2020

With consumers more concerned about cleanliness during COVID-19, health and wellbeing brands are well positioned to benefit.

Changing consumer habits as virus crisis continues

News • 04 May 2020

As the COVID-19 outbreak continues to spread in Europe and the US, consumer behaviour is changing rapidly in response, new data shows.

US, Cleaners & detergents Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the cleaners & detergents sector in the United States since 2007.

Dettol: When mums lent a helping hand

Case Study • Jitender Dabas, Bikram Bindra, Arushi Chak, WARC Awards, Entrant, Effective Innovation, 2020

Dettol, a cleaning and disinfectant supplies brand, successfully reversed declining brand affinity levels by inviting Indian mothers to help formulate a new range of products.

Harpic’s role in India’s ‘toiletisation’

News • 16 April 2020

India has tackled its sanitation issues by constructing 100 million new toilets over the past five years; Harpic has tackled behavioural issues by persuading people to actually use them.

Finish: #FinishWaterWaste

Case Study • Laura Portch, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Dishwasher detergent brand Finish created an integrated campaign to boost consumer sentiment towards the brand and encourage water-saving practices in Australia.

How Harpic achieved its purpose of making India ‘toilet proud’

Article • Biprorshee Das, Event Reports, Pitch CMO Summit, February 2020

Reckitt Benckiser’s South Asia CMO for Hygiene Home, Sukhleen Aneja highlights why creating a brand with a purpose is important at the Pitch CMO Summit 2020 in Mumbai, India.

Harpic: Overcoming India's Toilet Divide

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

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

GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.

Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
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.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.