Household & domestic

Article • WARC Category Intelligence, July 2018

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

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 COVID-19 Series, 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 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.

Harpic’s role in India’s ‘toiletisation’

News • 17 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.

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.

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.

GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, WARC COVID-19 Series, 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 • WARC COVID-19 Series, 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.

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.

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.

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.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Harpic: Making India Toilet Proud

Case Study • Emvies, Bronze, 2019

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

Dettol & Harpic: Mission Clean India

Case Study • Emvies, Gold, 2019

Dettol, the hygiene brand, and Harpic, the toilet cleaner brand, increased penetration in India and hygiene among children.

Finish: Unraveling the real Brazilian dishwasher

Case Study • MMA Smarties, Finalist, LATAM, 2019

Finish, a detergent brand, launched an app to gather information about their Brazilian consumers and their habits around the brand and its products.