The Campaign

After 125 years in Sri Lanka, Sunlight was losing audience to new competitors’ claims of brighter, whiter, cheaper washes. Our challenge was to recapture the attention of the nation and regain the love of Sunlight’s loyal users. Rather than play the category, Sunlight redefined it, focusing on the most memorable of senses - Fragrance Sunlight Petals launched a new scented variety of Sunlight in an unprecedented approach.

Success of the Campaign

Sunlight Petals touched over 60% of the population, Not only did the creative execution demonstrate the fragrance of the new Sunlight product, it captured the attention of the people with a sense of immediacy. 95% of coupons were redeemed the same day and stock sold out everywhere. Sunlight achieved 70% of yearly sales in just 12 weeks - exceeding the annual target by 124% Sunlight Petals had reclaimed the nation’s attention and love.

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

5 festivals were organized across Sri Lanka to celebrate the launch of the new ‘Rose and Lemon’ Sunlight, entertaining over 50,000 people with live music and celebrity hosts. Channel-specific TV and radio teasers in the lead up to the launch announced the new fragrant variant and the auspicious date when launch events would take place. On the day, amid the live music, games and trade activities, anticipation built for the highlight of the show. Sunlight helicopters scattered millions of real rose petals & product coupons over them. A shower of fragrance they would never forget. Celebrities on-board reported the journey to each venue live on TV, and for the first time in Sri Lankan history, Multiple TV and radio channels worked together to document the event.