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Household & domestic

Household & domestic includes laundry, detergents and petcare, all of which are established advertising categories. Traditionally known for the ‘washes whiter’ product-focused approach, brands in this sector increasingly employ emotional or purpose-based appeals to stand out.

Key Reading

Important papers from across the Warc database

Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.
Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.
This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.

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