Household & domestic

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What's working in cleaning products

Article • WARC Category Intelligence, July 2018

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

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.

Harpic: India's Newest Matchmaker

Case Study • Vibha Gupta, Jitender Dabas, Ankit Vohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

India's leading toilet cleaner brand Harpic launched a print, TV and radio campaign to encourage toilet usage and grow demand in rural areas.

How Alkimi tapped the science of nature

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

The launch of natural cleaning brand Alkimi was informed by “disruptive ethnography” and semiotics.

Harpic: India's Newest Status Symbol

Rankings • WARC Media 100, 2019

India's leading toilet cleaner brand Harpic tackled the startling fact that 70% of Indian homes did not have a toilet.

Behind the Effective 100 Rankings: How Harpic made toilets India’s new status symbol – and how we must all wear the rose-tinted glasses of culture

Rankings • Jitender Dabas, Ankit Vohra and Prateek Bhardwaj, Rankings Articles, March 2019

Harpic’s campaign, ranked third in the Effective 100, successfully reached consumers that wouldn’t use its products by changing the conversation around marriage and status symbols in India.

Harpic: India's Newest Status Symbol

Rankings • WARC Effective 100, 2019

India's leading toilet cleaner brand Harpic tackled the startling fact that 70% of Indian homes did not have a toilet.

Mr. Clean: Cleaner of Your Dreams

Rankings • WARC Effective 100, 2019

Mr. Clean, a cleaning product brand owned by Procter & Gamble, launched the newly improved Mr. Clean in a TV spot for the Super Bowl.

Kiwi: Portraits Completed

Rankings • WARC Creative 100, 2019

Kiwi, the shoe polish brand, increased sales in the US through an e-commerce campaign that attached shined-up shoes to subjects in famous paintings.

Clorox: Clean is the Beginning—Clorox with Ketchum

Case Study • SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 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 that tracks how people react to a clean room versus a dirty one.

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.

Surf School of Shine

Case Study • MMA Smarties, Gold, South Africa, 2018

Surf, a laundry detergent brand, connected with 2.4 million women in South Africa as a result of its digital first campaign, promoting career confidence in women.

Domestos: Killer Combinations

Case Study • MMA Smarties, Bronze, South Africa, 2018

Domestos, a brand of toilet cleaner, reached out to the South African public to promote a new product by linking it to an existing popular offering.

Domestos: World Toilet Day 2017

Case Study • MMA Smarties, Finalist, South Africa, 2018

Domestos, a brand of toilet cleaner, took on the sanitation crisis in South Africa with viral social content that led to renovations of multiple school sanitation facilities.

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.

The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Sunlight: The Mekong Connection

Case Study • MMA Smarties, Grand Prix, Vietnam, 2018

Sunlight, a dishwashing brand, used hyper-local targeting to reach rural consumers in Vietnam with the promise of free mobile data.

Sunlight: Life Over Chores

Case Study • MMA Smarties, Finalist, Vietnam, 2018

Sunlight, a dishwashing liquid brand, shed light on gender inequality in Vietnam via online social platforms.

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.

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.

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.

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.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.
The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.
How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.
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 Programme, which targeted the parents of children who have left their home in New Zealand.
Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Research Paper • YeeMei Chan, Hernan Sanchez and Kimberley Hiu , ESOMAR, APAC, 2018

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.
OMO: Not another Tide ad, but probably the dullest content in history for the least active kids in history

Case Study • Tahaab Rais, Aakriti Goel, WARC Awards, Gold, Effective Social Strategy, and Live Special Award, 2018

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.