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...