20 Sec Challenge
Vim Bar
Problem:
Vim dishwashing bar, the undisputed king of Grease Cutting was losing it’s edge! Competition from regional and discount brands had hurt Vim bar’s market value share significantly over 2008 to June 2010.
Solution:
Shift the goal post on performance to make Vim the most preferred and distinguish it from plethora of Me-Too brands. Make ‘Time’ the new currency in dishwashing – establish it as a new performance metric. ‘Vim Bar 20 Second Challenge’.
Results:
After 7 quarters of losing share, arrested share decline in the 1st four months of campaign Launch. In fact the trend was reversed – by June ’11 Vim bar had gained 1.8% value share (from 46.9% to 48.7%, Source: A.C Nielsen)
Increased Vim Bar’s household penetration: 4.7 million new households recruited – Source: IMRB Consumer Panel
