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What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Ariel: Sons Share The Load

Rankings • WARC Media 100, 2021

Detergent brand Ariel increased sales and improved brand equity in India by asking sons to ‘share the load’ through an emotional film, panel discussion and event on National Laundry Day.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

Ka: Car Hunt

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Kapodo (Ka), a laundry capsule company, increased sales in Singapore by launching a social media competition to win a car.

Laundry Care in the US

Article • Euromonitor Strategy Briefings, February 2021

A category analysis of laundry in the US.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

OMO: Pray for Kay

Case Study • Uyen Nguyen Mindshare, Soumya Ranajn Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Detergent brand, OMO, evolved its brand purpose to inspire consumers to take action against deforestation in Vietnam.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Lysol: Teddy Repair

Case Study • SABRE Awards, Winner, Global, 2020

Lysol, a brand of cleaning and disinfecting products, promoted its laundry sanitizer in the US by creating a teddy bear repair centre that fixed damaged teddy bears while highlighting to parents the number of bacteria they hold.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO Gentle on Skin linked the dual powers of AI and social in an activation that boosted penetration in Vietnam.

OMO: The Experience Plan(t)

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Awards for Asian Strategy, Entrant, 2020

Laundry detergent brand OMO used a multi-channel campaign to increase penetration and support its mission to create green playgrounds for all children in Vietnam.

Rinso: Let's Be Plastic Responsible

Case Study • Cleef Chong, Adrian Adshade, WARC Awards for Asian Strategy, Entrant, 2020

Rinso, the laundry detergent, ignited an apathetic population to be more plastic responsible in Indonesia.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino-Dominguez, WARC Awards for Asian Strategy, Entrant, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Laundry Care in Western Europe

Article • Euromonitor Strategy Briefings, August 2020

Provides a regional overview of laundry care in Western Europe, including forecast projections for 2021.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

OMO Sensitive: Tough on Stains. Gentle on Skin.

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Lessons from the Effective 100

Rankings • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.

Laundry Care in the US

Article • Euromonitor Strategy Briefings, April 2020

A category analysis of laundry in the US.

Comfort: Megatron 2019

Case Study • Amanda Guida, Igor Iida, Daniela Barbieri, Carolina Buzetto, WARC Awards, Entrant, Effective Content Strategy, 2020

Fabric-softener brand Comfort took an emotional approach to launch its new product line in Brazil.

OMO: OMO Tag

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Silver, Effective Innovation, 2020

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino–Dominguez, WARC Awards, Shortlisted, Effective Innovation, 2020

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Life after lockdown: The new normal on YouTube

Article • Research on WARC, September 2020

The collective experience of lockdown inspired people to look for attainable authenticity and focus on productive entertainment.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
How health and wellbeing brands can grow during COVID-19

Article • Richard McAleavy, WARC Exclusive, May 2020

With consumers more concerned about cleanliness during COVID-19, health and wellbeing brands are well positioned to benefit.