Advertiser: SC Johnson
Brand: All Out
Agency: BBDO India
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
- Introducing new product forms that innovate on product performance
- 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 repellent vaporizer; and dominating the paid media battle with 65% share of voice.1
All Out had been on a long-term share loss trajectory and we had to find a way to gain share from Goodknight.