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.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Procter & Gamble steps up to tackle systemic racism with marketing action

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.

Building shelf awareness: Quantifying radio’s last-minute influence for FMCG brands

Article • Mark Barber, WARC Exclusive, June 2020

A review of insights and best practice findings from Radiocentre and Shoppercentric’s research into the effects of radio’s last-minute reach of shoppers for FMCG brands.

ALKIMI brand creation: Cleaning up the category

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

ALKIMI, a brand of natural home cleaning products, launched its brand in the UK by creating a name and packaging design that reflects the science and nature behind the product.

Honey I'm Home: dog treats

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.

Procter & Gamble Co (Household & domestic)

Article • Euromonitor Profiles, May 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Dulux Colour: Futures Colour of the Year 2019

Case Study • SABRE Awards, Gold, Africa, 2020

Dulux, a paint brand, promoted its Colour of the Year at key moments throughout the year by implementing a quarterly palette launch to bring purpose to its paint with consumers in South Africa.

Stallergenes Greer: Augmenting reality to build an engaging NAVDF booth experience for vets

Case Study • SABRE Awards, Gold, North America, 2020

Stallergenes Greer, a global biopharmaceutical company, created an AR-led experiential booth at the North American Veterinary Dermatology Forum to promote its Supportive as a Service Dog campaign.

How health and wellbeing brands can grow during COVID-19

Article • Richard McAleavy, WARC COVID-19 Series, May 2020

With consumers more concerned about cleanliness during COVID-19, health and wellbeing brands are well positioned to benefit.

The UK will have two different types of spender

News • 12 May 2020

Boris Johnson’s Sunday night message to the UK may have confused people, but one thing that is clear is that the economy isn’t about to rebound quickly; brands need to prepare instead for a ‘reboot’ and to address two distinct types of consumer, ...

Six key lessons for CPG brands and retailers from the last recession

Article • Joan Driggs, WARC Exclusive, May 2020

Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.

Changing consumer habits as virus crisis continues

News • 05 May 2020

As the COVID-19 outbreak continues to spread in Europe and the US, consumer behaviour is changing rapidly in response, new data shows.

Lessons from the Effective 100

Rankings • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

Agile Unilever prepares for permanent consumer behaviour changes

News • 28 April 2020

Unilever, the FMCG giant, anticipates that several of the consumer behaviour changes observed during COVID-19 are likely to become permanent and is adapting its processes across insights and innovation accordingly.

Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC COVID-19 Series, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.

Vinda Deluxe: The Malaysian Cause

Case Study • Vinod Manoharan, Edmund Hon, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

Comfort: Megatron 2019

Case Study • Amanda Guida, Igor Iida, Daniela Barbieri, Carolina Buzetto, WARC Awards, Entrant, Effective Content Strategy, 2020

Fabric-softener brand Comfort took an emotional approach to launch its new product line in Brazil.

Fevicol: 60 Years

Case Study • WARC Awards, Entrant, Effective Content Strategy, 2020

Fevicol the adhesives brand raised awareness of their 60th anniversary with a 90-second film in India.

P&G’s playbook for the recession

News • 23 April 2020

Procter & Gamble, the consumer-packaged-goods giant, is confident that its focus on daily-use offerings, product superiority and at various pricepoints leave it in a stronger position than before the last recession.

Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC COVID-19 Series, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.

Harpic’s role in India’s ‘toiletisation’

News • 17 April 2020

India has tackled its sanitation issues by constructing 100 million new toilets over the past five years; Harpic has tackled behavioural issues by persuading people to actually use them.

Kao Corp in Tissue and Hygiene (Household and domestic)

Article • Euromonitor Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Japan-based manufacturer Kao Corp in the tissue and hygiene category.