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Behind the winning idea: Persil – Dirt for good

Article • Tati Lindenberg and Rachael Stets, WARC Exclusive, December 2021

This episode of the WARC podcast explores the strategy, execution and outcome of Persil: Dirt for Good, awarded Gold in Brand Purpose and a Sustainability Award in the 2021 WARC Awards for Effectiveness.

Surf: Driving Surf Antibac relevance during the pandemic

Case Study • Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Laundry detergent brand Surf used innovative AI-enabled technology to reach its target audience and boost sales of its new affordable antibacterial variant in the Philippines.

Active Wheel 2in1: The wheel of progress

Case Study • S Subramanyeswar, Shipra Chinchankar, Neeta D'Souza, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Mass-market detergent Wheel implemented a digital-led campaign in India to improve penetration, increase market share and empower women financially.

Tide: Laundry Night

Rankings • WARC Media 100, 2021

Tide, a brand of laundry detergent, turned Sunday night into Laundry Night with its month-long campaign in the USA.

Tide: Laundry Night

Rankings • WARC Creative 100, 2021

Tide, a brand of laundry detergent, turned Sunday night into Laundry Night with its month-long campaign in the USA.

Persil: Real change

Case Study • Sandy Doran, Jane Dorsett, WARC Media Awards, Bronze, Effective Channel Integration, 2021

Laundry detergent, Persil, positively impacted its brand purpose credentials with the Real Change campaign in the UK.

OMO: Square Dance

Case Study • John Dawson, Annie Chen, Nicholas Short, WARC Awards for Asian Strategy, 2021

Laundry powder brand, OMO, created Square Dancing Competitions to target the silver generation in China.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Advertiser Profiles, October 2021

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Surf: Bursting the bubble to sell more suds

Case Study • APG (UK), Entrant, 2021

Surf, a laundry detergent brand, launched a campaign in the UK to increase relevance and market growth.

Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Silver and The Long-Term Strategy Award, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Active Wheel: Careers from home

Case Study • Jay Chiat Awards, Honourable Mention, Product/Service Creation, 2021

Active Wheel, a detergent brand, helped women in India gain the skills needed to support themselves and their families financially.

Omo: Making dirt good in the Middle East

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

In the Middle East, OMO, a detergent brand, promoted the idea that 'dirt is good' to encourage parents to allow their children to play outdoors and to use OMO to clean stains afterwards.

E-Lan: Project Anti-Vava

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by E-Lan, a fabric cleaning powder brand in Myanmar, increased sales by championing the hygienic efficacy of a new product designed to combat the COVID-19 pandemic.

Unilever: #DaaghonKaChampion

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Surf, a laundry detergent brand, launched a campaign in Pakistan to regain market share from competitor brands and strengthen its position as the category leader.

Breeze: Breeze antibac interactive video game

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Breeze, a cleaning products brand, launched a mobile game in the Philippines to drive sales of its detergent, Breeze Antibacterial Powder.

Breeze: Driving personalization at scale

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Breeze, a laundry detergent brand, launched a campaign in the Philippines to drive sales of liquid detergent.

Surf: AI-enabled antibacterial launch

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Laundry detergent, Surf, launched its antibacterial variant in the Philippines by talking to consumers in moments that mattered.

Unilever’s Conny Braams: “Strong brands do well in e-commerce”

Opinion • Anna Hamill, June 2021

Brand building in e-commerce environments has emerged as a priority for marketers in the post-COVID world. Unilever’s Chief Digital and Marketing Officer, Conny Braams, shares the FMCG giant’s approach to growth in digital channels with WARC’s Anna Hamill.

Rin: Bangladesh shining in your light

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

Rin, a laundry detergent brand, launched a campaign in Bangladesh that resonated with Bangladeshis and generated more brand love and appeal.

Ariel: Ariel WorkForHome

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

Ariel, a laundry detergent brand, launched a campaign in Pakistan to encourage consumers to continue buying Ariel instead of cheaper brands.

Wheel: Beyond the confines of HER kitchen

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

Wheel, an Indian detergent powder brand, partnered with Jio, an Indian mobile service provider, to provide an e-learning platform to women living in rural areas of India.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

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

Reckitt Benckiser Group plc (Home care)

Article • Euromonitor Advertiser Profiles, June 2021

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, 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.

Laundry care in Western Europe

Article • Euromonitor Strategy Briefings, April 2021

Provides a regional overview of laundry care in Western Europe.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.
Unilever’s global framework for post-pandemic marketing

Article • 샘 페나 테일러, Event Reports, Lions Live, June 2021

FMCG giant Unilever articulates an updated perspective on what its marketing ought to achieve in the post-pandemic world, according to a session at Lions Live.
Competitor strategies in home and garden

Article • Euromonitor Strategy Briefings, January 2021

Competitor strategies in home and garden, including consolidation through a crisis, green credentials and e-commerce acceleration.
Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, 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.