Household Supplies & Services

Cleaning products, waxes, detergents, floor-care products, fabric softeners, paper products, domestic services, mowers, fertilizers, lawn care services.

2012 SILVER

Saving Woolite

Launched in the 1950s, Woolite achieved the trust and loyalty brands dream about. But by the 21st century, women were forgoing the niche, fine-fabric laundry product opting instead for big bottle, heavy-duty detergents to clean everything. As a result, Woolite was losing share and relevance. Faced with obsolescence, Woolite needed to be bold in order to defy category conventions; they needed women to reconsider their current laundry detergent, change their perception of Woolite, and spur purchase. The surprising work successfully sparked a cultural buzz wildfire and ignited share growth immediately.

Brand: Woolite
Client: Reckitt Benckiser
Agency: Euro RSCG Worldwide New York
Language: English

2012 BRONZE

From Pushing Tissues to Sharing Caring

Kleenex was in a decade-long slide, with sales, share and other key business measures all in decline. The "Softness Worth Sharing" program was developed to stem the decline - to effectively hold the line. Using our newly-improved, softer tissue as an impetus, we re-framed Kleenex from a tissue to a Gesture of Caring, enabling over 1,000,000 people to share it and show their loved ones they cared. We significantly exceeded our sales and share goals, grew the stagnant facial tissue category and, moreover, changed the game for Kleenex.

Brand: Kleenex
Client: Kimberly-Clark Corporation
Agency: JWT New York
Language: English

2012 BRONZE

"Breathe Happy" Campaign Launch

Febreze needed to convince cynical air care consumers that it was genuinely superior to the competition in order to sustain sales at a premium. Rather than simply telling people how good Febreze is, we let them experience its odor eliminating power for themselves, in a way they would never forget. Our real life experiments stood out in the category and beyond, getting Americans talking about air care for the first time in years and helping turn the business around 16.7% points compared to the previous year.

Brand: Febreze
Client: Procter & Gamble
Agency: Grey
Language: English

FINALISTS

Rose Petal Maxob Household Supplies

B&Q How B&Q helped the nation create change in a cost of living marred Spring

Scotts Scott for Scotts