Results and Effectiveness

The launch of “Festival of Lemons” helped Sunlight end 2012 with outstanding performance. o Gained 2ppts in value share in Mekong Delta, gained directly from My Hao’s shares (source: ACNielsen Retail Audit, 2012 vs 2011) o Arrested the waning value perception by halting the increasing brand’s scores in “cost too much” attribute (source: Millward Brown, 2012 vs 2011) o Delighted 3,000 audience, 3x higher versus the average attendance of past Unilever activations o Earned recognition from Vietnam Records Organization for having “the biggest dishes made from real lemons in Vietnam” o Generated over US$26,000 worth of publicity in Mekong Delta

Creative Execution

A bottle of Sunlight is packed with a formula equivalent to 100 lemons to effectively fight grease. So imagine how many tons of lemons all the Sunlight bottles are equipped with. The consumers of MKD did not have to imagine that hard! We brought 9 tons of lemons to the region’s capital, Can Tho, and creatively used them to build larger-than-life structures of the most common kitchen wares for what will become the country’s first ever Lễ Hội Chanh 100 (Festival of Lemon 100)! Thirty local artists worked for thirty days to build a giant tea pot, tea cups, casserole, wine glasses and a bottle of Sunlight using lemons. Fun games were played during the festival to also reinforce the brand message. We have entrusted TV to communicate the superiority of Sunlight. And the Festival of Lemon 100 reinforced the product’s superiority and gave our consumers something to talk about!

Insights, Strategy and the Idea

Sunlight is the leading dishwashing liquid in the country accounting for 60% of the market share. While the brand is the leader nationwide, it has remained a challenger to MyHao in the country’s largest region, Mekong Delta (MKD). MyHao has been in MKD longer than Sunlight and the local brand is priced 30% lower than Sunlight. Heritage and competitive price help MyHao gain strong loyalty among the MKD consumers. The team was tasked to reinforce Sunlight’s product superiority to justify its value and grab shares from MyHao. TV is a popular source of entertainment. But we also learned that the festivals are equally popular among the target. And, albeit very few, they excitedly look forward attending. These festivals provide reasons for the consumers to dress up, go out and mingle. We found an opportunity from these festivities to demonstrate the efficacy of Sunlight and address the brand’s value perception.