What's working in laundry products

Global strategies, campaign updates and trends in the laundry products category.
  • Humour and innovation are being used to drive saliency and top-of-mind awareness in a commoditised category.
  • Unilever is evolving its long-running ‘Dirt is Good’ positioning to meet the demands of changing societies and new markets.
  • ‘Helping mothers’ remains a key message for laundry brands – though cultural insights can add nuance to this approach....

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