Advertising best practice, evidence and insights

What's working in cleaning products

Article • WARC Category Intelligence, July 2018

Global strategies, campaign updates and trends in the cleaning products category.

What's working in laundry products

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the laundry products category.

Whiskas KIT: How cat content grew up to drive digital growth

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Whiskas, a cat food brand, created a branded content platform to consolidate its position in the UK as the preference in cat care and stand out in a crowded arena.

CPG brands have to call time on mass personalisation

News • 12/10/2020

CPG brands can’t compete with marketplaces like Amazon and Alibaba when it comes to the mass personalisation that defines the new model of owning consumer relationships – and they shouldn’t even try to, according to a new Ascential White Paper, How ...

How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.

Southeast Asian consumers reset as economics trump COVID concerns

News • 25/09/2020

The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia. Instead, new socio-economic and behavioural patterns are shaping the future state of the industry, according to a study by Nielsen.

P&G’s Pritchard sets a September 2021 deadline for “transparent and level” cross-platform measurement

Article • Event Reports, ANA 2020 Media & Measurement Conference, September 2020

Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Silver, 2020

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

Harpic: Overcoming India's Toilet Divide

Case Study • Jitender Dabas, Kush Anand, WARC Prize for Asian Strategy, Silver, 2020

Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

How e-commerce growth has changed Unilever’s media strategy

News • 10/09/2020

E-commerce has grown under lockdown and media spending from FMCG companies such as Unilever is adjusting accordingly. The growth in online shopping is widely seen as an acceleration of a trend that was already firmly under way and few believe ...

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 productiveentertainment.

Unilever tackles laundry’s ‘diesel moment’

News • 03/09/2020

FMCG giant Unilever is investing €1 billion to eliminate the use of petrochemical-based ingredients in the products of its Home Care division over the next ten years.

OMO: The Gentle Translator

Case Study • Uyen Nguyen, Soumya Ranjan Panda, WARC Prize 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 Prize 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.

Vim: The Power of 100 Lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Deepa Kharidaha, WARC Prize for Asian Strategy, Entrant, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Comfort: How Comfort made laundry fashionable

Case Study • Maan Bernardino-Dominguez, WARC Prize 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.

Rinso: Let's Be Plastic Responsible

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

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

Vixal: Stop the Germs Party

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

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

Fevicol: Breaking all norms, retaining strong bonds

Case Study • Ganapathy Balagopalan, Divya Agarwal, WARC Prize for Asian Strategy, Entrant, 2020

Fevicol, the wood adhesive brand, retained brand leadership in India with a heart-warming brand film.

Self-reliance: An outlier trend for Indian consumers

Opinion • Grashima Sahni, August 2020

Lockdown in India changed many things about daily life, but one outlier trend that might just be here to stay is one of self-reliance and is an emerging space that savvy brands can capture, argues Grashima Sahni.

IRI’s recession guidelines for CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.

Clorox believes advertising is critical in a recession

News • 11/08/2020

The Clorox Co., which owns brands like Glad trashbags, Rainbow Light vitamins and Kingsford charcoal, is putting advertising at the heart of its strategy in response to COVID-19 and the recession following in its wake.

How BIC is developing its e-commerce strategy

News • 10/08/2020

BIC, the pen brand, is focusing on issues like customer journeys, product assortment and packaging as it adapts to the demands of an increasingly complex e-commerce ecosystem.

How Clorox will leverage power of advertising in a recession

Article • Stephen Whiteside, WARC Exclusive, August 2020

The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.

Structuring internally to win in e-commerce

News • 06/08/2020

As more brands pivot to online retail during COVID-19, it’s important to get the right structure within the business internally to ensure success; brands need to take a modular approach when looking at a model for growth in e-commerce, says OMG ...

Household & domestic