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.

Mars calls on brands to support wildlife projects

News • 25 June 2018

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

Sodimac: Hijacked Highway

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

Sodimac, a Chilean home improvement warehouse, increased its sales in Peru by taking over 15km worth of billboards on a busy highway to the beach, during summer.

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.

Matsumoto Kiyoshi Holdings: End Embarrassment

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

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

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.

Pril: The One-Drop Bottle

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

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf

Research Paper • Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Lion Corp in home care

Article • Euromonitor Profiles, May 2018

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Central Veterinary Clinic: Pooh – The Bionic Cat

Case Study • SABRE Awards, Gold Sabre Award For Healthcare Providers, EMEA, 2018

Central Veterinary Clinic, the biggest vet hospital in Bulgaria, and Let's Adopt Bulgaria, an animal charity, launched a campaign to raise public awareness about how we treat pets.

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.

Duracell: Big Battery Hunt

Case Study • SABRE Awards, Gold Sabre Award For Marketing To Youth, EMEA, 2018

Duracell, a battery manufacturer, launched the Big Battery Hunt campaign in the UK to encourage consumers to recycle their old batteries.

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.

Merck Animal Health: If This Dog Could Talk

Case Study • SABRE Awards, North America, Animal Care, 2018

Merck Animal Health, an animal health company, gained share of voice and market share in the US by launching the If This Dog Could Talk campaign, which gave dogs a voice.

The Clorox Company / Kingsford Charcoal: Stand With Ribs

Case Study • SABRE Awards, North America, Consumer Products, 2018

Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.

Mr. Clean, the undisputed winner of the Super Bowl

Case Study • SABRE Awards, North America, Consumer Marketing (Existing Product), 2018

Mr. Clean, a cleaning brand owned by P&G, reinvented its brand in the US by creating a TV spot for the Super Bowl that revealed the new, hotter-than-ever, Mr. Clean.

Zeno Group and Turtle Wax: Road to worldwide relevancy

Case Study • SABRE Awards, North America, The SABRE Award for Superior Achievement in Brand-Building, 2018

Turtle Wax, a manufacturer of automotive products, used PR to launch its Go Moment campaign in the US to increase sales and brand relevancy.

Nippon Pylox: If you can dream it, you can Pylox it

Case Study • Chan Su Ling, Nichelle Ng, WARC Awards, Bronze, Effective Content Strategy, 2018

Paint products company Nippon Paint Malaysia engaged communities and their influencers in a campaign to cement a niche among the highly competitive spray-paint category.

Whiskas Kitten Kollege: Finding a voice amidst an internet obsession

Case Study • Diana Lopes, WARC Awards, Bronze, Effective Content Strategy, 2018

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

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.

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.