Advertising best practice, evidence and insights

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.

DTC mattress brand Simba delivered results with a smarter approach to programmatic

Article • Alex Brownsell, Event Reports, Programmatic Pioneers Summit, May 2019

Mattress-in-a-box brand adopted a new approach to dynamic creative to improve the effectiveness of its performance marketing.

Kao Corp (Household and domestic)

Article • Euromonitor Profiles, July 2019

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Jotun Fenomastic Wonderwall: Kids Collection

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Market-leading interior paints brand Jotun took a creative approach to increase sales of its new product line in the Middle East.

Unilever (Household and domestic)

Article • Euromonitor Profiles, June 2019

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

Mars’s strategy to achieve gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Mars, the food manufacturer, is taking various steps as it seeks to achieve true gender equality in its advertising.

Mars PEDIGREE: SelfieSTIX

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

Lysol: Protect Like A Mother

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lysol, a cleaning products and sanitiser brand, increased sales of its products globally by launching an emotional campaign that showed the only protection stronger than Lysol is the protection from a mother.

Harpic: Five Words That Built Toilets

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Tide: It's A Tide Ad

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2019

Tide, a laundry detergent brand, 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.

Eve Mattress

Case Study • Design Business Association, Silver, 2019

Eve sleep, a mattress company, increased sales and awareness in the UK by redesigning its packaging and branding to break category conventions with bright colours and ques of being wide awake.

Ecover/Rubbish Café: Pay for your meal with a piece of plastic waste

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Ecover, a Belgian cleaning products company, drove engagement by highlighting the environmental damage of plastic and companies’ responsibility for designing recyclable products.

The London Oil Refining Company: Astonish

Case Study • Design Business Association, Silver, 2019

Astonish, a cleaning products brand, challenged category norms by launching branding that reflected order rather than cleaning power graphics to increase distribution and sales in the UK.

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%.

How VR can inform scent research

News • 16 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

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.

Jotun Fenomastic Wonderwall: Kid Collection

Case Study • Alvaro Bretel, WARC Awards, Entrant, Effective Content Strategy, 2019

Paint brand Jotun worked with children to appeal to parents and increase sales of its premium product in the Arabian Gulf.

SWIPE EX: Literature of Mindful Cleaning

Case Study • Sharon Lam, WARC Awards, Entrant, Effective Content Strategy, 2019

Cleaning products brand SWIPE used packaging, events, POS and online ads to launch a new premium product in Hong Kong.

Sheba: #HypnoCats

Case Study • Kaori Yatsu, Aisha Takashima, WARC Awards, Entrant, Effective Content Strategy, 2019

Cat food brand Sheba launched its first digital campaign in Japan to reverse a declining sales trend and outperform the competition.

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

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Gold and Long-Term Idea Award, 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.

Household & domestic