| Title | RIN ERASER |
| Brand | UNILEVER INDIA |
| Product / Service | RIN DETERGENT |
| Category | A02. Premiums & Giveaways |
| Entrant | JWT Mumbai, INDIA |
| Entrant Company: | JWT Mumbai, INDIA |
| DM/Advertising Agency: | JWT Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Bobby Pawar | Jwt | Chief Creative Officer |
| Senthil Kumar | Jwt | National Creative Director |
| Senthil Kumar | Jwt | Creative Director/Copywriter |
| Nakul Talgeri | Jwt | Designer/Art Director |
PROPOSITION: RIN detergent bar can erase ink spots, dirt & stains to make your white clothes look as good as new. UNILEVER wanted a demonstrative idea to bring this proposition alive for non RIN users ie the competition detergent users. The Strategy was to clearly engage the target audience with an unusual idea that involved children who often influence their mothers to try out new brands, while shopping in supermarkets.
Marketers have always been talking of how important kids are becoming as influencers in shopping decisions of their parents but here was an idea that clearly demonstrated the efficacy of this notion. By launching a kids specific product that vividly demonstrated the core brand proposition of the detergent, the brand successfully reached out to its potential target audience like never before. The kids fun experience with the RIN eraser activated the brand proposition and influenced moms to try out RIN detergent bar, leading to a surge in trials and a corresponding increase in sales.
SOLUTION: A cool new product that engaged children and reached out to competition detergent user Moms through them - RIN ERASER. Just a quarter of the detergent in size but equally potent in demonstrating the RIN proposition. Designed in the exact shape of the RIN soap bar and armed with a special rubber ingredient to easily erase ink spots & stains from white uniforms, school books and writing paper. A product that engages children with so much fun is bound to become popular and will soon reach the homes of the potential target audience, influencing trials and purchases.
RESULTS: During the first week of school, RIN erasers were given out at hundreds of schools ensuring that the brand got into competition users houses through the kids who carried the RIN erasers home. The kids fun experience activated the brand proposition and influenced moms, leading to increase in trials. Motivated by the success of this initial school specific activation, RIN Erasers are now being mass produced as a popular stationery product, and distributed along with RIN detergent purchases at supermarkets and stores across India.