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
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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. -
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This case study shows how Ariel, a laundry detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness. -
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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. -
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This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product. -
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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. -
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This case study describes how IKEA, the retailer, changed its brand purpose in the UK through a strategic platform based on consumer insights.
