Sunlight: The Mekong Connection

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

Campaign details

Brand: SunlightBrand owner: UnileverLead agency: Mindshare VietnamContributing agency: Ogilvy VietnamCountry: VietnamIndustries: Cleaners & detergentsMedia channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio & audio, Websites & micrositesBudget: Up to 500k

Executive summary

Despite being market leader in the rest of Vietnam, dishwashing detergent brand Sunlight had always been a distant number two, while a local brand was number one, in the rural areas of the Mekong Delta.

For a low-involvement category like dishwashing, the price-sensitive inhabitants of rural Mekong...

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