Household & domestic

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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.

Duracell: Duracell: Changing the Recycling Game

Case Study • SABRE Awards, EMEA, Public Education , Gold, 2019

Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.

How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

The world's best FMCG campaigns and companies 2019

Rankings • 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.

Clorox® Total 360® System: A Game Changer in Fighting Outbreaks

Case Study • SABRE Awards, North America, Product Media Relations, Gold, 2019

Clorox, a manufacturer and marketer of consumer and professional products, promoted its new cleaning system among American professionals by giving them materials to promote the product as part of the fight against germs.

Whiskas K.I.T: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Fineline: Fineline For Fashion

Case Study • 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.

Harpic: India's Newest Matchmaker

Case Study • Vibha Gupta, Jitender Dabas, Ankit Vohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

India's leading toilet cleaner brand Harpic launched a print, TV and radio campaign to encourage toilet usage and grow demand in rural areas.

Nippon Paint: Child Wellness Range

Case Study • Chan Su Ling, Chow Chia Yuin, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Nippon Paint, the leading Malaysian paint manufacturer, introduced its Child Wellness Range to create differentiation in the category and, without reducing prices, beat its copycat competitors to achieve a 75% increase in sales.

OMO: Less screen time, more play time

Case Study • 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.

Dulux: Becoming a game changer in DIY e-commerce

Case Study • Dmitry Anureev, WARC Awards, Entrant, Effective Innovation, 2019

Paint brand Dulux overhauled its SEO and product pages to grow sales in online DIY store OBI in Russia.

OMO: OMO Beacons

Case Study • 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.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

How Alkimi tapped the science of nature

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

The launch of natural cleaning brand Alkimi was informed by “disruptive ethnography” and semiotics.

How Firmenich utilised VR for smell research

Article • 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.

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.

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.

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.

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.

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.

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.

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.

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.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.
The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.
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.
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.
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.