Breeze: Empowering young Filipino changemakers to get dirty for good

Breeze, a laundry detergent brand, launched a campaign in the Philippines to increase brand power and saliency, educate students on environmental issues and present them with opportunities to act.

Campaign details

Brand: Breeze PhilippinesAgency: Mindshare PhilippinesEntrant Region: APAC

Strategy

Objective

As a challenger brand, securing a competitive position against established laundry brands has been one of the main challenges of Breeze. In response to this, our previous campaign messages of "Power of 10 Hands" and "Stain Removal + Gentler on Hands" which branched out from our main message of "Sige sa Mantsa" (Dirt is Good) have all helped build credibility in the stain-removing aspect and enabled us to penetrate the market and create some traction. However, with the goal to increase the overall brand...

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