Domestos: Killer Combinations

Domestos, a brand of toilet cleaner, reached out to the South African public to promote a new product by linking it to an existing popular offering.

Campaign details

Brand: DomestosLead Agency: The Niche GuysRegion: EMEA

Strategy

Objective

For almost 50 years, Domestos has dominated the toilet cleaner category in South Africa. The brand has accomplished this in a thick, liquid bleach format. In 2017, the brand embarked on a new mission into the toilet rim blocks category of toilet cleaning. Our objective was clear: to launch Domestos as a rim block.

We needed to create mass awareness of this new product.

Target Audience

The rim blocks category in South Africa appeals to a diverse audience. At the core, there are mums...

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