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.

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.

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.

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.

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.

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.

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: 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.

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.

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.

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.
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.
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.