Yumos: JetFresh – Yumos is getting bored

Fabric care brand Yumoş utilised digital, outdoor and influencers to promote its JetFresh Sprays as the answer to a consumer need in Turkey.

Where were we?

Since the 1980s, Yumoş has been developing products in response to consumer insights.

In 2022, during the transition from a fabric softener brand into a cloth care brand that started in 2020, serving products only for in-wash in the laundry cycle was not enough. While looking at new needs in cloth care, we identified an important one: clothes that were not dirty enough to wash but also weren't clean enough were piling up in corners. These clothes didn't feel freshly washed or look crisply ironed. Research showed that 92% of consumers were re-washing some clothes that weren't...

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