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.

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.

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: #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.

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 (Home care)

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 cleans clothes, it’s got to be a Tide ad.

P&G’s Pritchard uses Cannes forum to advance gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Omo: The Least Active Kids In History

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

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Tide: Bradshaw Stain

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Tide, a detergent brand produced by Procter & Gamble, increased its sales during the Super Bowl by getting Terry Bradshaw, a former NFL quarterback, to appear with a stain on his shirt.

Embrace the extraordinary with OMO

Case Study • AME Awards, Gold, 2018

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

The world's best FMCG campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Research Paper • YeeMei Chan, Hernan Sanchez and Kimberley Hiu, ESOMAR, APAC, 2018

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Profiles, April 2018

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.

How much targeted advertising is too much?

News • 23 April 2018

GLOBAL: Faced with the difficulty of finding the appropriate balance between targeted digital advertising and the reach of traditional broadcast media.

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.

Rethinking integrated campaigns pays dividends

News • 16 April 2018

GLOBAL: There is huge scope for innovation within integrated campaigns where each channel not only plays to its strengths but reinforces the roles of other channels, according to a WARC study.

P&G transforms agency relationships

News • 10 April 2018

MIAMI BEACH, FL: Procter & Gamble, the packaged-goods manufacturer, is pushing shops from different holding groups to work together, an initiative forming part of a wider effort to transform its agency relationships.

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 Program, which targeted the parents of children who have left their home in New Zealand.
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.
Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

Case Study • Cannes Creative Lions, Gold, Creative Longer-Term Effectiveness, Creative Effectiveness Lions, 2017

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.
Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.