Finish: Monday the 13th

Dishwashing detergent brand Finish Quantum ran a Super Bowl campaign to educate customers on its key benefit in the US.

Where were we?

In the US, purchasing dishwashing detergent was an auto-pilot shopping behavior. Consumers were inclined to choose the first brand that came to mind when making a selection. Therefore, Cascade had been the dominating brand in the market for a long time due to its heritage and reliable brand perception. In contrast, the challenger brand, Finish, had been losing market share due to low awareness and a lack of rational and emotional grounds for trial.

Why were we there?

Most Americans tend to wait for a full load before they run their dishwasher. To prevent dried-on stains, they...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands