Household & domestic

Article • WARC Category Intelligence, June 2018

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

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 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.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

OMO Sensitive: Tough on Stains. Gentle on Skin.

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

Lessons from the Effective 100

Rankings • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

Comfort: Megatron 2019

Case Study • Amanda Guida, Igor Iida, Daniela Barbieri, Carolina Buzetto, WARC Awards, Entrant, Effective Content Strategy, 2020

Fabric-softener brand Comfort took an emotional approach to launch its new product line in Brazil.

OMO: OMO Tag

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Silver, Effective Innovation, 2020

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

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino–Dominguez, WARC Awards, Shortlisted, Effective Innovation, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

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.

Tide: It's a Tide Ad

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: Take Dirt to Give Dirt

Case Study • MMA Smarties, Bronze, Vietnam, 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.

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.

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.

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.

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.

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.

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.