Household & domestic

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What's working in laundry products

Article • WARC Exclusive, June 2018

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

Reckitt Benckiser Group plc in 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.

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.

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.

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

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.

Ariel: 'Ariel Dads Share The Load' (India)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Ariel Dads Share The Load' campaign for Ariel by the agency MediaCom in Mumbai.

Tide: 'Bradshaw Stain' (US)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Bradshaw Stain' campaign for Tide by the agency Saatchi & Saatchi in the US.

How IFF found 'freshness' in Vietnam

News • 07 March 2018

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.

What is the optimum amount of targeted advertising?

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

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.

Comfort Summer Limited Edition

Case Study • Design Business Association, Bronze, 2018

Comfort, a fabric conditioner brand, launched its Comfort Creations Summer Limited Edition in the UK with a striking design to improve sales during the summer season.

Inside Tide's parody of US advertising

News • 22 February 2018

NEW YORK: The parody of US advertising tropes displayed in this year’s Tide Super Bowl advertising not only gained critical plaudits and popular acclaim for the Procter & Gamble-owned detergent brand, but also boosted brand metrics and ...

Procter & Gamble: Gain by Gain

Case Study • Institute of Communication Agencies, Gold, CASSIES, 2018

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

How Tide owned the 2018 Super Bowl

Article • Lucy Aitken, WARC Exclusive, February 2018

Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.

Method: Fight Dirty

Case Study • SABRE Awards, Best Content Creation For Media Sites (Paid), In2, 2018

Method, a cleaning product company, increased brand visibility by creating a shareable public service announcement about the importance of hand washing, featuring comedian Tiffany Haddish.

The sweet smell of success: how IFF brought ‘freshness’ to market in Vietnam

Article • Brian Carruthers, Event Reports, Qual360 Europe, February 2018

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

Ariel Matic: 'Dads #ShareTheLoad' (India)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Dads #ShareTheLoad' campaign for Ariel Matic by the agency BBDO India in India.

Tide: '#BradshawStain' (US)

Gunn Report • Gunn Creative, 2018

Contains the creative for the '#BradshawStain' campaign for Tide by the agency Saatchi & Saatchi in the USA.

What is the optimum amount of targeted advertising?

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

Big brands have been criticised for allocating too much adspend to overly targeted digital media, but without much proof that it reaches and engages consumers, marketers might be tempted to abandon it altogether.
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: Dads Share the Load

Case Study • Rajat Mendhi, Manisha Sain , WARC Awards, Gold and Longevity Special Award, Best Use of Brand Purpose, 2017

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.
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.