Comfort: How Comfort made laundry fashionable

Unilever launched its Comfort laundry detergent brand in the Philippines as a challenger in the premium category by identifying the changes in fashion and leveraging these through social media.

Campaign details

Brand: ComfortBrand owner: UnileverLead agency: Ogilvy Philippines Inc.Contributing agency: Mindshare PhilippinesMarket: PhilippinesIndustries: Laundry productsMedia channels: Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

This is the story of how Comfort disrupted the Philippine laundry detergent landscape by introducing its brand as a fashion-forward challenger that's not afraid to rally fashion lovers to break one of the cardinal rules of fashion: no outfit repeating.

The campaign broke through the paid media clutter of the laundry category to create...

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