Breeze: Unilever leverages first-party data to drive insights and personalization at scale

Breeze, a liquid detergent brand, grew market penetration in the Philippines by familiarising consumers who traditionally used powder detergents with liquid detergent.

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...

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Insights Team
Bray Leino

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