Colgate Palmolive

Samar Irshad, Category Manager
Subia Faruqi, Brand Manager

MediaCom *Lead Agency

Altamash Kohati, Business Director
Haris Paracha, Business Manager
Javeria Kanwal, Senior Media Planner
Shiraz Abdullah, Senior Manager - Strategy & Planning
Hassaan Azhar, General Manager -ESP

Lemon Max has always been affinitive towards women and revolved its communication around them. This time it aimed to change to address one major issue; spouse-support in chores. It wanted to create association of heroism by linking men to daily heroic-acts, like dish-washing, without considered negative. Campaign was communicated using all consumer-touchpoints resulting collection of 800,000+ stories, #2 Twitter-trending, 20% growth in top-end retail.  It challenged long-standing notion that we, as a society, can beat this stereotype–today's husbands do treat their wives as equals and feel responsible in sharing load.