Finish, the leading name in dishwashing detergents*, is set to completely change consumer perceptions of the role of the dishwasher and dishwashing detergent. Moving away from the industry’s traditional functional approach to marketing, the new campaign, premiering with‘Dishes,’ seeks to re-engage consumers with dishwashing so they learn to love their dishwasher by using Finish.
The new ‘Dishes’ ad, visible here: [http://youtu.be/mbmYgjosCSc] throws out the traditional demonstration-based advertising of old and instead takes us on an emotional journey through all the occasions – big and small – where dishwashing makes a difference to everyday life.
The first TV advert, the start of a £4 million plus campaign, breaks on Easter Monday, 6th April. The total campaign will also include strong interactive digital and social activity across platforms such as Facebook, as well as instore support.
“With this new campaign we are looking to create a more emotional connection between the consumer and dishwashing by demonstrating the simple human truth that life creates dirty dishes. It is a big departure for Finish and the category, but is firmly based in our understanding of consumers and how they perceive the dishwasher, which sits in the kitchen and is taken for granted. We wanted to shake up that perception and remind users of the important role that dishwashing plays every day,” says Helen Powell, Finish Marketing Director. “Finish has consistently innovated to move the category forward and drive growth, and this is consistent in this new campaign.”
The first part of the campaign will run through the spring and summer, with two TV creatives focusing on ‘Dishes’ and ‘Glasses’, heroing their latest innovation, Finish Shine & Protect.
- AC Nielsen MAT W.E. 21.03.15
RB* is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.
With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands of Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl, Clearasil, Lysol, Dettol, Veet, Harpic, Bang, Mortein, Finish, Vanish, Calgon, Air Wick, Woolite and French’s. At the start of 2014 RB had 43% of its core revenues coming from its two emerging market Areas and 57% from its developed market area; 72% of core revenues came from the health and hygiene categories of the portfolio.
Fuelled by a new breed of talent who blend intellectual curiosity with commitment to the highest quality standards, RB is set to redefine the world of consumer health and hygiene. RB’s people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in sustainability where the company is targeting a one third reduction in water impact, one third reduction in carbon and to have one third of its net revenue coming from more sustainable products by 2020. It is also the Save the Children charity’s largest FMCG global partner, with a new partnership vision to radically reduce the world’s second biggest killer of under-fives, diarrhoea. Overall RB wants to reach 200 million people to improve their health and hygiene behaviour.
*RB is the trading name of the Reckitt Benckiser group of companies