All Out: #Standbytoughmoms

SC Johnson, the manufacturing company, increased sales of its mosquito repellent All Out by launching a social movement to support mothers in patriarchal homes in India.

Campaign details

Advertiser: SC JohnsonBrand: All OutAgency: BBDO IndiaCountry: India

Objectives

The mosquito repellent category in India is defined by a single narrative - product performance — addressing the one question "How well can this brand/product repel and kill mosquitoes safely?".

Category success, therefore, relies on two conditions

  1. Introducing new product forms that innovate on product performance
  2. Driving brand salience by dominating paid share of voice and in-store visibility.

All Out®'s biggest competitor in India is Goodknight- the market leader. In 2018, Goodknight was winning on both fronts, with a new electric mosquito...

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