标题'All Good
广告公司
广告战役 all Good
广告主 Henkel
品牌 all
Posted4月 2023
行业领域 清洁用品、肥皂、洗涤剂
哲学 Marketing in the laundry category tends to cater to consumers looking for the most powerful clean, appealing to their desire for a high-performing regimen. But that approach misses the 55% of moms who consider laundry a chore and just want to get the job done with as little fuss as possible.

For those moms, ‘all still had an opportunity to be their brand due to its trusted heritage as the stainlifter, a straightforward detergent designed to easily remove common kid stains like grass, mud and chocolate — the messy stains that go hand in hand with an active home. Our insight spoke directly to this mindset: “Happiness is measured in moments, not loads.”
问题 Henkel’s ‘all blue brand laundry detergent was losing its identity with shoppers and retailers alike. A brand once known as a leading “stainlifter” had lost some of its “reason for being” as cleaning power became table stakes within the detergent category, leading to a year-over-year sales decline. As the category grew through the innovation of more powerful formulas, formats and fresh scents, the ‘all blue brand’s shoppers slowly began switching, trading nostalgia for newer innovation and deep discounts.
结果 During the campaign, dollar sales increased 15% overall vs. the prior period, but rose 21% and 49% at key accounts Kroger and Walmart, respectively. Meanwhile, Target experienced its biggest impact in online sales in the period, posting 201% growth vs. the prior year.

In addition to sales growth, the campaign delivered +40% dollars per total distribution points on our core items vs. the prior year, contributing to our goal of driving shelf space in key accounts. This growth changed the conversation with buyers from item decline to item support.

We also achieved our quality merchandising (QM) and velocity goals with a +25% QM at Albertsons (to reach an 82% rate) and +17% unit movement at Kroger vs. the year-ago period.
媒体类别 案例研究

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