DETERGENT GOES HIGH FASHION

TitleDETERGENT GOES HIGH FASHION
BrandPEERLESS PRODUCTS MANUFACTURING CORP.
Product / ServiceCHAMPION INFINITY DETERGENT
CategoryA02. Best Use of Magazines/Newspapers
EntrantPHD MEDIA Makati City, THE PHILIPPINES
Media Agency PHD MEDIA Makati City, THE PHILIPPINES
Entrant Company PHD MEDIA Makati City, THE PHILIPPINES
Media Agency 2 PHD MEDIA Makati City, THE PHILIPPINES

Credits

Name Company Position
Archie Carrasco One Mega Group Vp For Multi-Platform For Sales/Marketing
Pen Roque Peerless Products Manufacturing Corp. Corporate Marketing Director
Jasper Tiu Peerless Products Manufacturing Corp. Vp For Sales And Marketing
Chi Salumbides Phd Media Network Business Unit Manager
Ivy Fajardo Phd Media Network Client Service Director
Me-An Bernardo Phd Media Network General Manager

Results and Effectiveness

The brand's share in the Premium detergent market increased by 28% year on year, a saturated market segment heavily dominated by P&G’s Ariel and has barely grown organically over the years. Growth Data is based on the Laundry Brand Used Most Often Index of Nielsen Clear Decisions Q32011 vs Q32012.

Creative Execution

THE EXECUTION: Create and own a new section in a Fashion Magazine - The Fabric Care Section Champion detergent partnered with MEGA Magazine, the Philippines' leading glossy high fashion magazine to create a completely new content section - Fabric Care. Detergent advertising often depicts mass market day-to-day clothes. What is left unresolved however is the consumer pain that their more delicate, branded clothes need a different fabric care treatment. From Cashmere, silk, to Vintage party dresses, to the traditional delicate Piña-Jusi pineapple fabric, Champion Infinity gave the sophisticated readers practical advice to care for their more stylish, delicate and premium clothes. The execution was also fully integrated into the magazine’s content for 6 consecutive issues and meriting inclusion in the Table of Content of the magazine as a content section.

Insights, Strategy and the Idea

THE CHALLENGE: How can you make a mass-market detergent brand appeal to the upscale sophisticated housewives? Champion detergent is a mass-market Filipino detergent brand that is struggling to penetrate the premium market with its upscale variant - Champion Infinity. The premium segment that is currently dominated by P&G’s Ariel is a lucrative segment in the Philippines but has remained to be elusive for the detergent brand. THE INSIGHT: "Premium detergents wash premium clothes." At the core of the campaign is a simple truth. Upscale consumers have expensive, premium clothes. THE STRATEGY: "Own the target's intimidating clothing bible - The Glossy High Fashion Magazine" High Fashion Magazines are always associated with cosmetics, luxury and expensive fashion brands - not detergents. Champion detergent however saw tremendous opportunity in the medium's influence on the very soul of style - The Fabric. THE BIG IDEA: Detergent Goes High Fashion