Household & domestic

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Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.

Mars Inc (Household and domestic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Nestle SA (pet care)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care sector.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Colgate-Palmolive Co (Petcare)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Norway, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the household & domestic sector in Norway since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

New Zealand, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the household & domestic sector in New Zealand since 2013.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

How the worst kind of germs helped Pine O Cleen reassert its leadership of the home-hygiene category

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Pine O Clean (POC), a home-hygiene brand, regained leadership in its category in Australia by demonstrating that its products destroyed the worst germs of all: other people's.

Economic rebound, media consumption and consumer perception trends during COVID-19

Opinion • Steve Lanzano, November 2020

COVID-19 and a polarized political climate have caused consumer preferences – from what people buy to what media they consume – to shift quickly. And marketers need to know which media platforms inspire the most trust and influence, and reach the most consumers.

Petco: BuzzFeed + Petco Nutrition

Case Study • ARF Ogilvy Awards (US), Silver, 2020

Petco, a pet supplies brand, educated pet 'parents' on the crucial role that nutrition plays in helping maintain their pets' health and wellbeing in the USA.

Meow Mix: Meow Mix Remix

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Meow Mix, a cat food brand, improved brand saliency and sales with its light-hearted Meow Mix Remix campaign.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Sweden, Household & Domestic advertising spend by medium