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Household & domestic

1,129 results found

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What's working in cleaning products

Article • WARC Category Intelligence, July 2018

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

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.

Harpic: India's Newest Status Symbol

Rankings • WARC Media 100, 2019

India's leading toilet cleaner brand Harpic tackled the startling fact that 70% of Indian homes did not have a toilet.

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.

Goldeimer: Shitty Paper – Made From Hate

Rankings • WARC Media 100, 2019

Goldeimer, a toilet paper brand, used the German 2017 general election to speak out against hate.

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.

Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Rankings • Colenso BBDO, New Zealand, Rankings Articles, March 2019

Pedigree's Child Replacement Programme, ranked fifth in this year’s Effective 100, ensured that Pedigree put as many dogs in homes as possible by taking a humorous approach to its communications in New Zealand.

Behind the Effective 100 Rankings: How Harpic made toilets India’s new status symbol – and how we must all wear the rose-tinted glasses of culture

Rankings • Jitender Dabas, Ankit Vohra and Prateek Bhardwaj, Rankings Articles, March 2019

Harpic’s campaign, ranked third in the Effective 100, successfully reached consumers that wouldn’t use its products by changing the conversation around marriage and status symbols in India.

Harpic: India's Newest Status Symbol

Rankings • WARC Effective 100, 2019

India's leading toilet cleaner brand Harpic tackled the startling fact that 70% of Indian homes did not have a toilet.

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.

Mr. Clean: Cleaner of Your Dreams

Rankings • WARC Effective 100, 2019

Mr. Clean, a cleaning product brand owned by Procter & Gamble, launched the newly improved Mr. Clean in a TV spot for the Super Bowl.

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.

Pedigree: The Child Replacement Programme

Rankings • WARC Effective 100, 2019

Pedigree, a pet food brand, wanted to disrupt the New Zealand market by creating a space for dogs in Empty Nester families.

Pedigree: The Child Replacement Programme

Rankings • WARC Creative 100, 2019

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Pedigree: SelfieSTIX

Rankings • WARC Creative 100, 2019

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

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.

Stabilo: Highlight the Remarkable

Rankings • WARC Creative 100, 2019

Stabilo, the German manufacturer of writing instruments, launched a meaningful print campaign that gave the brand a new purpose and attitude.

Kiwi: Portraits Completed

Rankings • WARC Creative 100, 2019

Kiwi, the shoe polish brand, increased sales in the US through an e-commerce campaign that attached shined-up shoes to subjects in famous paintings.

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.

Reynolds: The Hot-Cheetos Turkey

Case Study • SABRE Awards, Micro Marketing, In2, 2019

Reynolds, a home goods brand, caused a stir on social media in the US by creating an unusual recipe for turkey seasoning.

Clorox: Clean is the Beginning—Clorox with Ketchum

Case Study • SABRE Awards, Best Use of Original/Commissioned Research for PR, In2, 2019

The Clorox Company, a manufacturer and marketer of consumer and professional products, increased household penetration of its products in the US by launching a biometric video that tracks how people react to a clean room versus a dirty one.

Scotts Miracle-Gro: Creating an Unlikely Water Hero

Case Study • SABRE Awards, Best Use of Illustrations + Photography, In2, 2019

Scotts Miracle-Gro (SMG), a lawn and garden products corporation, partnered with NGOs and launched a visual social media campaign with National Geographic to solve the algae bloom water crisis in the US.

Kimberly-Clark Corp (Household and domestic)

Article • Euromonitor Profiles, January 2019

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, December 2018

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

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.