REF: MV-011 · Unilever · Ogilvy - Niche
SHOW YOUR LOVE WITH LAVENDER
PROJECT STRATEGY
THE PROBLEM
South African mums dismissed fabric conditioner as a luxury add-on, treating detergent alone as sufficient for laundry.
THE TENSION
Mums trusted peer advice over corporate ads, yet were only just beginning to navigate online social forums.
THE INSIGHT
Scent, not softness, is the ultimate mark of clean. A child’s lingering freshness is a mother’s public badge of love and pride.
BRAND ROLE
Long-lasting freshness.
SHOW YOUR LOVE WITH LAVENDER
Comfort’s freshness lasts as long a mother’s devotion — allowing them to show how they feel.
THE WORK
CAMPAIGN GALLERY
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THE RESULTS
#1
Market Leader
+25k
New Community Mums
🥇
Brand of the Year