Household & domestic

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What's working in laundry products

Article • WARC Category Intelligence, June 2018

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

OMO: The dullest ad in history for the least active kids in history

Rankings • WARC Media 100, 2019

OMO, the laundry detergent brand, changed attitudes towards dirt and increased sales by going against a market that prioritised cleanliness above all else.

Tide: It's A Tide Ad

Rankings • WARC Media 100, 2019

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.

Surf Excel: Giving the fight against dirt a karmic perspective

Case Study • Case Studies on WARC, 2018

Laundry detergent Surf reframed its ‘Dirt is Good’ positioning to appeal to Indian consumers through commercials showcasing its brand values.

Surf Excel: Giving The Fight Against Dirt A Karmic Perspective

Rankings • WARC Effective 100, 2019

Surf Excel, a premium laundry detergent, embraced being dirty in India where dirt was scorned upon.

OMO: Not another Tide ad

Rankings • WARC Effective 100, 2019

OMO, the laundry detergent brand, changed attitudes towards dirt and increased sales in the Middle East by going against a market that prioritised cleanliness above all else.

Tide: It's A Tide Ad

Rankings • WARC Creative 100, 2019

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.

Unilever's OMO Tag: An innovative twist on sampling

Opinion • Chiara Manco, February 2019

Unilever-owned OMO launched a water-soluble clothes tag made from laundry detergent that will be added to sports outfits on sale in Lebanon.

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.

Omo: OMO Beacons

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.

Breeze: Real-time multiscreen sync

Case Study • Loren Saguil, WARC Media Awards, Bronze, 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, Bronze, 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.

OMO Father's Day

Case Study • MMA Smarties, Silver, South Africa, 2018

OMO, a laundry detergent brand, created an emotional video for Father’s Day to increase brand awareness and brand love in South Africa.

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.

Unilever Top Sellers

Case Study • MMA Smarties, Gold, South Africa, 2018

Unilever, the consumer goods company, launched a Top Sellers mobile programme to reach its traders in South Africa.

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: 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.

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, 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.

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.

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.
Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.
OMO: Not another Tide ad, but probably the dullest content in history for the least active kids in history

Case Study • Tahaab Rais, Aakriti Goel, WARC Awards, Gold, Effective Social Strategy, and Live Special Award, 2018

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.
What is the optimum amount of targeted advertising?

Article • Matthew Mee, Nigel Shardlow and James Allen, Admap Magazine, April 2018, pp. 10-12

Compares performance of targeted advertising vs. broadcast in the men’s razors and laundry detergents categories.
Ariel: Dads #ShareTheLoad

Case Study • Rajat Mendhi, Manisha Sain, The WARC Prize for Asian Strategy, Shortlisted, 2017

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.
IKEA UK: Working together to bring the wonderful everyday to life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.