Article
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WARC Category Intelligence, June 2018
Global strategies, campaign updates and trends in the laundry products category.
Case Study
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
News
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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.
Rankings
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Rankings Articles, May 2019
Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.
Case Study
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Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019
Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.
Case Study
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Soumya Ranjan Panda, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 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.
Case Study
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Tahaab Rais, Anna Sadykova, WARC Awards, Entrant, Effective Use of Brand Purpose, 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.
Case Study
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Paula Vergara, WARC Awards, Entrant, Effective Innovation, 2019
OMO, a leading brand in detergents, increased in-store sales of its products in Chile by utilising geolocation technology to deliver relevant and contextual messages in real time via mobile apps.
Article
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Brian Carruthers, Event Reports, IIeX Conference, February 2019
By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.
Rankings
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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.
Rankings
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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.
Rankings
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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.
Rankings
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WARC Effective 100, 2019
Surf Excel, a premium laundry detergent, embraced being dirty in India where dirt was scorned upon.
