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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.

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.

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.

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.

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.

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 economic confidence 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.

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 Advertiser 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. WARC's Geoffrey Precourt looks at how the fast-moving consumer goods manufacturer is responding.

How P&G is tapping tech-enabled insights

News • 09 March 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.

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.
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.
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.
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.