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Harpic: Banega Swasth India, from Swachh to Swasth

Case Study • SABRE Awards, Winner, Global, 2020

Dettol, a brand of cleaning supplies and disinfectant, increased school attendance among children in India by launching a hygiene curriculum that teaches them healthy habits from a young age.

Harpic: Overcoming India's Toilet Divide

Case Study • Jitender Dabas, Kush Anand, WARC Prize for Asian Strategy, Shortlisted, 2020

Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

Vixal: Stop the Germs Party

Case Study • Cleef Chong, Adrian Adshade, WARC Prize for Asian Strategy, Entrant, 2020

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

How Clorox will leverage power of advertising in a recession

Article • Stephen Whiteside, WARC Exclusive, August 2020

The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.

Jif: No More Drama

Case Study • Tala Arakji, Anna Sadykova, WARC Prize for MENA Strategy, Entrant, 2020

Jif took a data-driven dramatic approach to grow sales and increase market share for its multipurpose cleaning spray in the GCC.

ALKIMI brand creation: Cleaning up the category

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

ALKIMI, a brand of natural home cleaning products, launched its brand in the UK by creating a name and packaging design that reflects the science and nature behind the product.

How health and wellbeing brands can grow during COVID-19

Article • Richard McAleavy, WARC Exclusive, May 2020

With consumers more concerned about cleanliness during COVID-19, health and wellbeing brands are well positioned to benefit.

Finish: #FinishWaterWaste

Case Study • Laura Portch, WARC Awards, Silver, Effective Use of Brand Purpose, 2020

Dishwasher detergent brand Finish created an integrated campaign to boost consumer sentiment towards the brand and encourage water-saving practices in Australia.

How Harpic achieved its purpose of making India ‘toilet proud’

Article • Biprorshee Das, Event Reports, Pitch CMO Summit, February 2020

Reckitt Benckiser’s South Asia CMO for Hygiene Home, Sukhleen Aneja highlights why creating a brand with a purpose is important at the Pitch CMO Summit 2020 in Mumbai, India.

Harpic: Overcoming India's Toilet Divide

Case Study • Kush Anand, Jitender Dabas, WARC Awards, Bronze, Effective Use of Brand Purpose, 2020

Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.

Henkel AG & Co KGAA (Household and domestic)

Article • Euromonitor Advertiser Profiles, March 2020

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Nielsen report: Key consumer behavior thresholds identified as the coronavirus outbreak evolves

Research Paper • Research on WARC, March 2020

This report looks at consumer purchasing data from across the world as the COVID-19 crisis has unfolded, through to what consumer behavior may look like after it has passed.

Glade: Scent By Glade

Rankings • WARC Media 100, 2020

Glade, a brand of household air fresheners, evolved its customer journey by allowing sampling of its products through Walmart deliveries.

Kiwi: First Steps

Rankings • WARC Creative 100, 2020

Kiwi, the shoe polish brand, connected famous icons to their shoes by telling the story where they made their first step in changing the world.

Vanish: Lanzamiento Vanish Gold

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Vanish, a brand of stain removal products, increased sales of its Vanish Gold product in Mexico by launching a humorous video ad that showed the scenarios in which tough stains could occur and showed how to get rid of them.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Advertiser Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.

Sunlight: The Mekong Connection

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

Sunlight: Men Can Too

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Sunlight, Vietnam's leading washing-up liquid, launched a campaign centred around gender equality that increased sales and positioned washing dishes as a 'manly man's' chore.

Omo: Express it, Don't Text it

Case Study • MMA Smarties, Bronze, Vietnam, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Advertiser Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Dettol & Harpic: Mission Clean India

Case Study • Emvies, Gold, 2019

Dettol, the hygiene brand, and Harpic, the toilet cleaner brand, increased penetration in India and hygiene among children.

Harpic: Making India Toilet Proud

Case Study • Emvies, Bronze, 2019

Harpic, a toilet-cleaner brand, used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

US, Cleaners & detergents Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the cleaners & detergents sector in the United States since 2007.

Finish: Unraveling the real Brazilian dishwasher

Case Study • MMA Smarties, Finalist, LATAM, 2019

Finish, a detergent brand, launched an app to gather information about their Brazilian consumers and their habits around the brand and its products.

The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Building brand salience through direct-to-consumer value propositions

Article • Danyl Bosomworth, Admap Magazine, January 2019

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.
What we know about the theories of brand growth

Article • WARC Best Practice, September 2020

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Marketing skills help to build profitable growth

Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.
Differentiation or Salience

Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.