Household & domestic

Article • WARC Category Intelligence, June 2018

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

Case Study • MMA Smarties, Finalist, LATAM, 2018

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Ala: Ala Life Stains

Case Study • MMA Smarties, Gold, LATAM, 2018

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Breeze: Real-time multiscreen sync

Case Study • Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Breeze, a laundry detergent brand in the Philippines, leveraged its audience's penchant for second-screening in the launch of its new variant, Rose Gold Perfume.

OMO: Less screen time, more play time

Case Study • Thuy Luong, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

P&G Indonesia: Creating a Song for Forgiveness this Ramadan

Case Study • Mala Ilmalana, Sharan Sood, WARC Prize for Asian Strategy, Entrant, 2018

P&G, the manufacturer of family, personal and household care products, produced a song at Ramadan to increase share across all categories in Indonesia.

Ariel: How clean won over flower power

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Ariel: #Juanwash

Case Study • Hesperus Mak, WARC Prize for Asian Strategy, Entrant, 2018

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Breeze: Field Good Trip

Case Study • Diday Alcudia, WARC Prize for Asian Strategy, Entrant, 2018

Laundry brand Breeze used digital video to target mums in the Philippines, breaking through advertising clutter and boosting market share.

Calla: Fresh Mo Girl

Case Study • Bryan Siy, Issa Ignacio, Paolo Broma, WARC Prize for Asian Strategy, Entrant, 2018

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

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.

Comfort: When Fragrance Inspired Fashion

Case Study • MMA Smarties, Bronze, Vietnam, 2018

Comfort, a brand of fabric softener, launched the Comfort Fashion House in Vietnam, which brought users' design ideas to life.

OMO: Dear Mom, I Don't Like Tet

Case Study • MMA Smarties, Bronze, Vietnam, 2018

OMO, a laundry detergent brand, started a debate on Tet preparations and increased its market share in Vietnam.

OMO: Less Screen Time, More Play

Case Study • MMA Smarties, Gold, Vietnam, 2018

OMO, a laundry detergent brand, deployed bumper ads to remind mothers to keep their children away from mobile devices in Vietnam.

OMO: How Mobile Coupon Triumphed Over In Store Promo

Case Study • MMA Smarties, Bronze, Vietnam, 2018

OMO, a laundry detergent brand, gained market share in rural Vietnam as a result of its mobile-led promotion.

Comfort: The Healing Power of Hug

Case Study • MMA Smarties, Bronze, Vietnam, 2018

Comfort, a brand of fabric softener, brought a 'hugging experience' to Vietnam via an AR mobile app.

OMO, The Little Love Story of Uyen

Case Study • MMA Smarties, Finalist, Vietnam, 2018

OMO, a brand of laundry detergent, designed a platform combining gaming, music, audio and entertainment to make a low involvement category such as washing more fun and engaging in Vietnam.

Digital transformation starts with people and culture

Opinion • Brian Carruthers, September 2018

There’s no one way to tackle digital transformation, says Rahmyn Kress, chief digital officer at Henkel.

How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.

P&G: Becoming a proud sponsor of Korean moms at Pyeongchang 2018

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Brand-Building, 2018

P&G, a consumer goods corporation, channelled the relationship between Olympic athletes and their mothers to connect with the Korean audience during PyeongChang 2018.

P&G moves to trademark social media slang

News • 27 August 2018

NEW YORK: FMCG giant Procter & Gamble (P&G) has applied to the US Patent and Trademark Office to trademark certain social media slang in an effort to target millennials, according to news reports.

WARC in Cannes Replay: Lessons from the world's best campaigns

Article • Alaina Crystal, Paul Bichler and David Tiltman, WARC Webinars, July 2018

Covers WARC's session in Cannes this year: "Lessons from the world's best campaigns", with a recording of the presentations given by Alaina Crystal, strategy director at AMV BBDO London, Paul Bichler, ECD at Saatchi & Saatchi New York and David Tiltman, head of content at WARC.

Henkel AG & Co KGAA (Household and domestic)

Article • Euromonitor Profiles, July 2018

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

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, June 2018

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.

Tide: It's A Tide Ad by Saatchi & Saatchi

Gunn Report • Paul Bichler, Daniel Lobaton, Gunn Insights, June 2018

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it’s got to be a Tide ad.