Calla: Fresh Mo Girl

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Campaign details

Brand: Calla DetergentBrand owner: Peerless Products Manufacturing CorporationLead agency: TBWA\Santiago Mangada PunoCountry: PhilippinesIndustries: Laundry productsMedia channels: TelevisionBudget: 1 - 3 million

Executive summary

In the Philippines, the local detergent category is dominated by multibillion-peso brands like Surf, Tide and Ariel. The fragrance subcategory is the primary driver of growth, with 50% share driven by Unilever's Surf with Fabricon. The challenge for the newest detergent brand in this market, Calla, was to deliver unique and superior value to the consumer with a limited A/P budget. Every...

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