Results and Effectiveness

With a sales target of 15%, we met our goal within the first month itself. And reached a 23% increase by the end of the second.

Creative Execution

To demonstrate the USP of the product, we created special display units in the form of fiberglass table structures, which resembles starched table clothes so strong that it can hold up on its own. These special tables were placed within Harbe-Yoter outlets across Singapore right next to various other starch brands. A simply message at the bottom of the tables read – ‘Super strong fabric starch’ further reinforced the promise of Faultless Heavy Starch.

Insights, Strategy and the Idea

Faultless Heavy Starch has an intensively professional formula that guarantees a crisp finish. But, in Singapore, an umpteen number of starch brands exist and they all offer similar benefits. Our client wanted to demonstrate to its consumers the benefits of using Faultless Heavy Starch. Since fabric starch is a low-involvement category with very few brand-loyal customers, we decided that the best time to deliver our message was when the consumers were in the store shopping for starch. We decided to create a special in-store display that would demonstrate the products USP.