Household Supplies & Services

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

2021 BRONZE

Sunlight Itna Ziada

Sunlight, a mass tier laundry powder had been witnessing a downturn in sales since May 2019. The Market share gap with its eye-ball competition, Bonus had increased by 180bps and the reduced TV presence further dented the already low spont score by 400bps. With the start of 2020 and the rise in inflation, Sunlight decided to turn the tide and made a colloquial TVC highlighting the inflationary times ‘Itna ziada’ offering 100g more powder in its Large Packs, resulting in an increase in Market share by 1.5X in 7 months.

Brand: Sunlight
Client: Unilever Pakistan
Agency: MullenLowe Rauf
Language: English

2021 BRONZE

Every floor is a playground

In a market dominated with very traditional usage of ‘phynyl’ lead floor cleaning solutions, the UNO campaign was successfully able to change a very deep rooted consumer behavior to move towards the much superior DETTOL MPC with 3 x disinfectant power allowing young urban mothers to truly let their kids make the entire house their playground. 

Brand: Every floor is a playground
Client: Reckitt Benckiser
Agency: BBDO Pakistan
Language: English

2021 BRONZE

Clean Jersey Swap

With an economic recession looming, Tide Hygienic Clean was the most successful Tide PODS innovation launch ever. When the NFL banned jersey swaps, people were devastated. Yet another symbol of normalcy taken by 2020, Tide saw an opportunity for its new premium detergent to be the hero that saves this cherished tradition. Tide created the Clean Jersey Swap: identifying swaps, washing jerseys in the new product, and showcasing all of it in a way that allowed people to participate. Sales grew 22% and 1-in-3 Americans recalled Tide Hygienic Clean.

Brand: Tide
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York
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