Get a demo Do I subscribe? News sign-up

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.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Case Study

This case study shows how Bic, the pen brand, increased sales of its 4 Colour Pens in Australia by creating a pen-based sporting event.

Case Study

This case study describes how pen brand Bic boosted sales by creating an online competition in Australia and New Zealand to get existing owners to use their Bic 4 Colours Pens more, so that their pens would run out.

Case Study

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.
View all case studies on this topic

Research Paper

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

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

Article

This Company Profile from Euromonitor provides key details and analysis of SCA Group, the retail tissue and hygiene manufacturer.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Article

This Company Profile from Euromonitor provides key details and analysis of Clorox, the owner of brands such as Brita filters and Burt's Bees.
View all articles on this topic
  1. Article

    This case study describes how global electrical brand Philips mined data to identify the most profitable spaces on e-commerce platform Tmall to boost sales by 100% on China's Single's Day.

  2. Article

    This case study shows how Ariel, a laundry detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

  3. Article

    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.

  4. Article

    This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

  5. Article

    This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

  6. Article

    This case study describes how IKEA, the retailer, changed its brand purpose in the UK through a strategic platform based on consumer insights.
View everything on this topic

Want to find out more? Contact us