Household & domestic

Article • WARC Category Intelligence, July 2018

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

Harpic: Overcoming India's Toilet Divide

Case Study • Jitender Dabas, Kush Anand, WARC Prize for Asian Strategy, Shortlisted, 2020

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

Clorox believes advertising is critical in a recession

News • 11/08/2020

The Clorox Co., which owns brands like Glad trashbags, Rainbow Light vitamins and Kingsford charcoal, is putting advertising at the heart of its strategy in response to COVID-19 and the recession following in its wake.

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 Business Association, 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 • 05/05/2020

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

Harpic’s role in India’s ‘toiletisation’

News • 17/04/2020

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.

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.

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.

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 economicconfidence in the coronavirus outbreak.

YouGov Ad of the Month – Indonesia: Dettol

Opinion • BrandIndex, April 2020

Disinfectant brand Dettol is the brand that has achieved the highest uplift in its Ad Awareness during March.

YouGov Ad of the Month – UAE: Dettol

Opinion • BrandIndex, April 2020

During March, Dettol saw the highest uplift in Ad Awareness of any brand in the UAE. The brand is continuing to use various channels to voice public service messages to “help stop the spread of respiratory viruses” and inform viewers on how to stay protected from germs (in a variety of scenarios, including travelling and playing sports).

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.

Henkel AG & Co KGAA (Household and domestic)

Article • Euromonitor Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

P&G beefs up and diversifies to address COVID-19 crisis

Opinion • Geoffrey Precourt, March 2020

Procter & Gamble, one of the world's biggest advertisers, is taking a wide range of actions to help tackle the Coronavirus pandemic.

How P&G is tapping tech-enabled insights

News • 09/03/2020

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.

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.

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.

Omo: Express it, Don't Text it

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.