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Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Shortlisted, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Omo: Making dirt good in the Middle East

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

In the Middle East, OMO, a detergent brand, promoted the idea that 'dirt is good' to encourage parents to allow their children to play outdoors and to use OMO to clean stains afterwards.

Breeze: Driving personalization at scale

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Breeze, a laundry detergent brand, launched a campaign in the Philippines to drive sales of liquid detergent.

Breeze: Breeze antibac interactive video game

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Breeze, a cleaning products brand, launched a mobile game in the Philippines to drive sales of its detergent, Breeze Antibacterial Powder.

Unilever: #DaaghonKaChampion

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Surf, a laundry detergent brand, launched a campaign in Pakistan to regain market share from competitor brands and strengthen its position as the category leader.

Unilever’s Conny Braams: “Strong brands do well in e-commerce”

Opinion • Anna Hamill, June 2021

Brand building in e-commerce environments has emerged as a priority for marketers in the post-COVID world. Unilever’s Chief Digital and Marketing Officer, Conny Braams, shares the FMCG giant’s approach to growth in digital channels with WARC’s Anna Hamill.

Rin: Bangladesh shining in your light

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Rin, a laundry detergent brand, launched a campaign in Bangladesh that resonated with Bangladeshis and generated more brand love and appeal.

Wheel: Beyond the confines of HER kitchen

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Wheel, an Indian detergent powder brand, partnered with Jio, an Indian mobile service provider, to provide an e-learning platform to women living in rural areas of India.

Ariel: Ariel WorkForHome

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Ariel, a laundry detergent brand, launched a campaign in Pakistan to encourage consumers to continue buying Ariel instead of cheaper brands.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Advertiser Profiles, June 2021

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Ariel: Sons Share The Load

Rankings • WARC Media 100, 2021

Detergent brand Ariel increased sales and improved brand equity in India by asking sons to ‘share the load’ through an emotional film, panel discussion and event on National Laundry Day.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

Laundry Care in the US

Article • Euromonitor Strategy Briefings, February 2021

A category analysis of laundry in the US.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

OMO: Pray for Kay

Case Study • Uyen Nguyen Mindshare, Soumya Ranajn Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Detergent brand, OMO, evolved its brand purpose to inspire consumers to take action against deforestation in Vietnam.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Lysol: Teddy Repair

Case Study • SABRE Awards, Winner, Global, 2020

Lysol, a brand of cleaning and disinfecting products, promoted its laundry sanitizer in the US by creating a teddy bear repair centre that fixed damaged teddy bears while highlighting to parents the number of bacteria they hold.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

OMO: The Experience Plan(t)

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO used a multi-channel campaign to increase penetration and support its mission to create green playgrounds for all children in Vietnam.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.
How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.