Household & domestic

Article • WARC Category Intelligence, June 2018

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

Rankings • WARC Effective 100, 2020

Tide, a laundry detergent brand, became the most loved brand of the Super Bowl by hijacking popular ads with the message that if there are clean clothes, it's got to be a Tide ad.

Tide: It's a Thursday Night Tide Ad

Rankings • WARC Media 100, 2020

Tide, a laundry detergent brand, built on its success in the US by further developing its brand association with clean clothes during the NFL season.

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.

OMO: The Cleanest Play

Case Study • Paula Vergara, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Detergent brand Omo created a multichannel campaign to raise visibility and build a brand connection with football among audiences in Chile during the Copa América tournament.

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 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.

OMO: Project NEMO – Take Dirt to Give Dirt

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2019

Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

OMO: Less Screen Time, More Play Time

Case Study • MMA Smarties, Bronze, X (Global), 2019

OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.

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.

Tide: How a detergent won the Super Bowl

Case Study • Account Planning Group - (UK), Bronze, 2019

Tide, a laundry detergent brand, 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.

Vanish: #LoveForLonger

Case Study • Account Planning Group - (UK), Entrant, 2019

Vanish, a detergent brand, launched the #loveforlonger campaign in the UK which showed the amount of clothes that end up in refill through people throwing them out because of a tough stain.

Hindustan Unilever Limited: Choreographing investments

Case Study • Emvies, Gold, 2019

Hindustan Unilever Limited, the consumer goods company, successfully collaborated with its media partners in India to reach customers with its brands across cricket, Bollywood and purpose.

Rin: The campaign that saved 5000 million litres of water

Case Study • Emvies, Silver, 2019

Rin, an Indian laundry detergent brand, created a new product formulation that helped save 50% of water to highlight its dedication to do something to help Indian consumers that other brands were not.

Ariel: Now it's time sons – Share the Load

Case Study • Emvies, Silver, 2019

Ariel, a detergent brand, continued its #ShareTheLoad messaging to increase sales in India by asking sons to share the load through an emotional film, panel discussion and event on National Laundry Day.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, Uyen Nguyen Diep, Amit Thakur, WARC Prize for Asian Strategy, Entrant, 2019

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 OOH advertising.

OMO: Project NEMO – Saving lives by helping children learn to swim

Case Study • Uyen NguyenDiep, Amit Thakur, Soumya Panda, WARC Prize for Asian Strategy, Entrant, 2019

Fabric detergent brand OMO leveraged the crowdsourcing phenomenon in Vietnam to save lives and create a positive impact for the brand.

OMO: Mother’s Day – Real Connection

Case Study • Uyen NguyenDiep, WARC Prize for Asian Strategy, Entrant, 2019

Fabric detergent brand OMO used an integrated campaign in Vietnam to remind consumers of the true essence of Mother's Day while increasing online sales volume and penetration.

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Profiles, August 2019

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.

OMO: OMO Tag

Case Study • Heela Daudzai, WARC Prize for MENA Strategy, Entrant, 2019

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Gold, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Unilever (Household and domestic)

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.

Tide: It's A Tide Ad

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

Tide, a laundry detergent brand, 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.

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.

How VR can inform scent research

News • 16 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

Whirlpool: Care Counts

Case Study • Effie Worldwide, Finalist, North American Effies, 2019

Whirlpool, a home appliance provider, improved attendance for the 39 US schools involved in its Care Counts campaign by providing them with washing machines and dryers.