Household & domestic

Article • WARC Category Intelligence, July 2018

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

Article • Euromonitor Profiles, June 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Lysol: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Harpic: Five Words That Built Toilets

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

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.

Ecover/Rubbish Café: Pay for your meal with a piece of plastic waste

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Ecover, a Belgian cleaning products company, drove engagement by highlighting the environmental damage of plastic and companies’ responsibility for designing recyclable products.

The London Oil Refining Company: Astonish

Case Study • Design Business Association, Silver, 2019

Astonish, a cleaning products brand, challenged category norms by launching branding that reflected order rather than cleaning power graphics to increase distribution and sales in the UK.

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.

SWIPE EX: Literature of Mindful Cleaning

Case Study • Sharon Lam, WARC Awards, Entrant, Effective Content Strategy, 2019

Cleaning products brand SWIPE used packaging, events, POS and online ads to launch a new premium product in Hong Kong.

Harpic: India's Newest Matchmaker

Case Study • Vibha Gupta, Jitender Dabas, Ankit Vohra, WARC Awards, Silver, 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.

Harpic: Making India toilet proud

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

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

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.

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.

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.

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.

Liquid-Plumr: Will it Clog?

Case Study • YouTube Works for Brands, Best at Leveraging YouTube Formats, 2019

Liquid-Plumr, a brand of drain cleaner, partnered with a YouTube channel to create entertaining content and increase brand awareness in the US.

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.

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.

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.

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.

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.

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.