Dirt is Good
Surf Excel
Challenge:
The detergent category had become highly commoditized. This had led to stagnating sales and declining market share.
Solution:
Link the brand to a higher – order benefit of prime concern to our target: Enduring Values. Surf Excel’s superior stain removal lets our consumer appreciate the values of their children learn while getting dirty. Dirt is Good.
Results:
Reversed Surf Excel’s declining market share. Value growth of over 18%. Strengthened stain equity for the brand. Won 2008 Silver Effie for Effectiveness of Communication Strategy.
