Grab: Take the wrinkles out of your life

Nestlé Indonesia partnered with mobile app Grab on a campaign to grow market share of fabric softener Molto Anti Wrinkle by 1% and penetration by 3%.

Campaign details

Brand: UnileverAgency: GrabRegion: APAC

Strategy

Objective

The fabric care category is currently stagnant, lacking brand differentiation and consumer engagement, with products offering similar softness and fragrance benefits. Brands face challenges in standing out within the competitive market. However, Molto Anti Wrinkle, a new product, aims to distinguish itself by offering wrinkle-removal technology, appealing to consumers seeking convenient clothes care. The marketing objective is to increase market share by 1% and brand penetration by 3%, positioning Molto Anti Wrinkle as a premium fabric enhancer providing expert care and long-lasting fragrance

Target Audience

In previous...

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