Fineline: Fineline For Fashion

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Campaign details

Brand: FinelineBrand owner: Neo Corporate Co. LtdLead agency: Hogarth Worldwide (Thailand) Ltd.Country: ThailandIndustries: Laundry productsMedia channels: Content marketing, Events & experiential, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Product sampling, Social media, TelevisionBudget: 3 - 5 million

Executive summary

Fineline, a Thai laundry care brand, was losing ground in an overcrowded market. Due to the brand’s attempts to follow category trends, it was lost in a sea of a hundred other fabric care brands and was failing to stand out. As a smaller...

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