The Brief

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.

Describe how the promotion developed from concept to implementation

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

Describe the success of the promotion with both client and consumer including some quantifiable results

Sunlight Petals touched over 60% of the population. 95% of coupons were redeemed the same day and new ‘Rose and Lemon’ Sunlight stock sold out everywhere. Sunlight achieved 70% of the yearly sales in just 12 weeks - and exceeded the annual target by 124% Sunlight Petals had redefined the category and reclaimed the nation’s attention and love.

Explain why the method of promotion was most relevant to the product or service

Sunlight needed to recapture the attention and love of the Sri Lankan people. The Sunlight Petals creative idea did this beautifully. 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, that drove the product to be sold out everywhere. Sunlight has a heritage with the people of Sri Lanka – so celebrating with them to launch the new Sunlight was a perfect fit for the Brand.