Domestos: World Toilet Day 2017

Domestos, a brand of toilet cleaner, took on the sanitation crisis in South Africa with viral social content that led to renovations of multiple school sanitation facilities.

Campaign details

Brand: DomestosLead Agency: The Niche GuysRegion: EMEA

Strategy

Objective

Domestos is South Africa's market-leading toilet cleaner. In recent years, the brand has been increasingly challenged by the arrival of new, more-affordable brands and therefore, Domestos has needed to re-evaluate the relationship it has with its audience.

Instead of shouting louder than the competitors – with claims that are common to the category – the brand created a new strategy to differentiate itself... a strategy to do good, while doing good business. So the objective was for Domestos to differentiate itself in a growing...

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