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Domex: Disinfection alert system

Case Study • MMA Smarties, APAC, Silver, 2021

Domex, a disinfectant brand from southern India, launched a campaign to establish itself across India and drive awareness.

Domex: Disinfection alert system

Case Study • MMA Smarties, Silver, X (Global), 2021

Domex, a disinfectant brand, launched a campaign in India to drive awareness for the brand's superior disinfection and help ensure the safety of essential travelers at railway stations.

Unilever: The future of hygiene – disrupting the conventional client-agency paradigm to create expansive futures

Case Study • MRS Awards Papers, Finalist, Insight Management, 2021

Unilever, a consumer goods company, and Quantum, a design strategy company, launched a global campaign to examine the evolving definition of hygiene and identify actionable opportunity spaces (OS) for the brand to rethink the positioning of its hygiene products.

SimplyGood: Simply spreading sustainable living from home to world

Article • Mukta Lad, WARC Exclusive, November 2021

SimplyGood is a startup offering eco-friendly household cleaning products and its founder and CEO, Jeremy Lee, tells WARC how he aims to do good by reducing single-use plastic and carbon pollution – starting from the home.

Finish: Fountains (Hayrat)

Case Study • Damla Polat, WARC Media Awards, Silver, Effective Use of Tech, 2021

Dishwasher detergent brand Finish combined history with high-tech in Turkey to encourage people to act against an environmental threat.

Finish: The water promise

Case Study • Adrian Mutescu, Anna Sadykova, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

Finish, a dishwasher tablet brand, launched a campaign in the Gulf Cooperation Council (GCC) to promote using dishwashers to save water.

Harpic: Overcoming India's Toilet Divide

Rankings • WARC Effective 100, 2021

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

Colgate-Palmolive advertising spend rises 6%

Data • Cinzia Petio, WARC Data Points (Curated), November 2021

An overview of Colgate-Palmolive's advertising spend.

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

Article • Euromonitor Advertiser Profiles, October 2021

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

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.

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.

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: Birds will be back by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Dishwasher detergent, Finish, took environmentally focused action to cement its sustainability strategy in Turkey.

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.

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:
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.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

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

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.
Persil: Dirt For Good

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

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.