Finish: Skip the rinse

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to launch its Skip the Rinse movement encouraging Americans to save water.

Campaign details

Brand: FinishBrand owner: Reckitt BenckiserEntrant company: Havas New YorkIdea creation: Reckitt Benckiser, Parsippany / Havas New YorkMarket: United StatesSector: Cleaners & detergentsMedia channels: Content marketing, Events & experiential, Online video, Public relations, Radio & audio, Social media, Television, Websites & microsites, Word of mouth,influencersBudget: 10 - 20 million

Executive summary

Three in four US dishwasher users pre-rinse their dishes before putting them in the dishwasher. It's a habit most of us have had all our lives. But the fact is, pre-rinsing is completely...

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