Vanish: #LoveForLonger

Vanish, a detergent brand, launched the #loveforlonger campaign in the UK which showed the amount of clothes that end up in refill through people throwing them out because of a tough stain.

Campaign details

Brand: VanishClient: Reckitt BenckiserAgency: Havas London

Summary:

This is a story about reframing brand relevance, not just to keep pace with a changing competitive landscape, but to stand out in a changing world.

There was a time when Vanish owned the stubborn stains conversation and no laundry cupboard was complete without the hot pink tub. But people were falling out of love with Vanish. Penetration was dropping.

At first, we thought this was due to competition: they were buying into generalist detergents' stain claims instead of buying us. Then we discovered a significant...

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