The Campaign

Only 6% of Households use a toilet cleaner due to the availability of cheap proxy products like thin bleach. Despite the huge headroom for growth, thin bleach and fundamental issues plaguing the brand drove Domex to decline for 2 straight years. Key issues were that communication strategy was ineffective, and high cash outlay remained a huge barrier for consumers to use Domex. To turn things around and create excitement and relevance for the category, we launched the “Touch” Campaign with a new trial pouch. “Touch” reinforced the ultimate test of a germ-free surface to prove that Domex’s superiority is without a doubt. A toilet cleaned with Domex was so clean, you had confidence to touch it without fear of getting germs. The execution was so disruptive and compelling that it sparked curiosity and encouraged people to try through the trial pouch and experience Domex’s superior germ-kill benefit.

Success of the Campaign

The new focused and strategic approach yielded unprecedented sales, market share and penetration growth. The campaign resulted to the doubling of the Domex Toilet Cleaners business in just one year! Market shares for Domex Toilet Cleaners doubled by the end of 2013, bringing it to the market leader position. Penetration for Domex doubled, driving Toilet Cleaners penetration to 10% as of 2014! The category even grew 15% 2014 June YTD, with Domex as the growth driver at 114% sales value growth! This feat was achieved in spite of not playing in the automatics sub-segment where other competitors play. With more than 1 million new pouches sold in 2013 alone, Domex is now the no.1 Toilet Cleaning brand in the Philippines!

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To make the campaign hard-hitting, we focused on 3 key strategies: 1. We drove awareness and excitement by airing the Touch TVC, augmented by localized execution, leveraging characters from high rated TV shows. Well-loved characters touched the toilet and tested the efficacy of Domex to prove its germ-kill superiority. 2. To reduce the price barrier to trial, we launched the new trial pouch. Domex could now be bought for P25 vs the former cheapest pack of P40. Killing germs need not be expensive for Moms any longer. 3. In store, we disrupted consumers on auto-pilot as they passed the thin bleach section through “Domex in Bleach” cross merchandising. Due to low penetration, few people passed the primary shelf which gave Domex poor visibility. To solve that, we brought Domex to people thru “Domex in Bleach”, coupled with the signature toilet touch visual execution as seen on TV.