Unilever: #MoltoPemersatuPasutri

Unilever fabric softener Molto created a humorous, digital-first campaign to grow consideration, recall and market share in Indonesia.

Campaign details

Brand: UnileverAgency: Mindshare Unilever IndonesiaRegion: APAC

Strategy

Objective

Molto is the market leader in fabric softener category in Indonesia. As the market leader, it shapes the entire category having cornered off 70% of market share already.

The land of laundry, detergent and fabric softener has remained unchanged and predictable – market to moms, show happy women washing clothes, and highlight a sparkling clean clothesline. BORING.

Having cornered off the majority of the Indonesian mom market, Molto needed to go beyond the conventional target of moms.

To expand the segment, we needed to identify...

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