Vanish: Lanzamiento Vanish Gold

Vanish, a brand of stain removal products, increased sales of its Vanish Gold product in Mexico by launching a humorous video ad that showed the scenarios in which tough stains could occur and showed how to get rid of them.

Campaign Purpose

The stain removal category had a very low penetration rate in Mexico (14.2% *) due to two main factors:

  1. Traditionalist culture: In Mexico there is a strong choice to chlorine and homemade methods for stain removal.
  2. Ignorance of the product application: Even though Vanish® provides instructions for use on its packaging ,the consumers don't follow them.

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