Use the laundry detergents 50th anniversary to rejuvenate the brand and create opportunities for customer appreciation.
Use nostalgia and the rich heritage of brand efficacy to celebrate the occasion.
Using a multi-channel platform that included current media and new media ‘Keep the Stories, Not the Stains’ was created. Content became the centerpiece of a multi-platform strategy that leveraged existing media channels and also created new ones to ore customers touch-points on all levels, at all times, on any media of their choosing.
The advertising campaign for this included: