Household Supplies & Services

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

2021 GOLD

Ragra Vs. Naya Ariel Tagra

To maintain its growth momentum towards becoming the category leader, Ariel had to own a point-of-differentiation within ‘stain removal’ - a claim utilized by all detergent brands. Through research, Ariel uncovered a torture test within stain removal: cuffs and collar stains, which consumers can’t get rid of without scrubbing. This tension was solved by product upgradation, strong marketing and trade exploitation - establishing its point-of-differentiation. Resultantly, Ariel retained the #1 position on stain removal equity and grew sales & consumption over the next quarter (17% and 11% respectively).

Brand: Ariel
Client: P&G
Agency: Adcom
Language: English

2021 GOLD

Ariel Touch of Downy

Driving growth in an established category such as detergents is a challenge as the consumer is mature and barriers to switching are high. The science of driving growth in such categories is to identify potential segments within the competitor’s loyalist base and capitalize on a gap in the category. We successfully identified a unique set of consumers in the Surf Excel consumer base and drove conversion to Ariel Touch of Downy. As a result, our efforts were effective in converting loyalists and driving growth in a mature category.

Brand: Ariel
Client: P&G
Agency: Adcom
Language: English

2021 SILVER

Be Present. Not Around.

We needed to sell more OMO. Instead, first, we sold an idea. Not just to OMO. To families across the Gulf. An idea inspired from an alarming data-driven insight. An idea that positively provoked parents to be more present with their children, not just around their children. An idea that elevated OMO’s purpose-driven journey of dirt being good. An idea that used social media but used it to get people off social media, through data-driven targeting and content. An idea that drove conversations, and growth for OMO’s brand and business.

Brand: Unilever - OMO
Client: OMO
Agency: FP7 McCann, Dubai
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