Campaign details
Brand: BreezeAgency: Mindshare PhilippinesRegion: APAC
Strategy
Objective
The detergent market in the Philippines is dominated by powders and bars, with more than 95% of consumers preferring these formats over liquids. Breeze, the liquid detergent from Unilever, had the objective of growing market penetration, by familiarizing consumers who traditionally use powder detergents with the new format.
To this extent, Unilever needed to understand, identify, engage, and acquire customers in a manner that drives a paradigm shift in their washing behavior. With a legacy of increasing convenience and brightening the lives of millions of households...