Magali Bergeroux
Global Category Lead at Publicis Conseil
Paris, France
TitleLipstick
Title (original language)Rouge à lèvres
Agency
Campaign The Experts - Unilever
Advertiser Unilever
Brand Sun
Date of First Broadcast/Publication 2004 / 12
Product Sun Tablets 3 in 1
Product (original language) Sun tablettes 3 en 1
Business Sector Cleaning Products, Soaps, Detergents
Tagline Sun. The dishwashing expert
Tagline (original language) Sun. L'expert du lavage en machine
Story SUMMARY

After inventing the dishwasher detergent market in the 70’s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands became more aggressive and were exposed to a risk of commoditization. The challenge was to re-create a differentiation to re-establish the leadership of Sun and to give value to the market as a whole. “The Experts” campaign not only succeeded in stabilizing market share and reversing the downward trend (growth in all key markets), but also clearly re-assessed the Brand’s hegemony in key markets.
Story (original language) Un homme se met du rouge à lèvres dans les toilettes. Quand il retourne dans son laboratoire, tout le monde est surpris en le regardant. En fait, c'est l'expert Sun qui est si absorbé par les tests de ses produits qu'il crée une situation absurde
Media Type Television & Cinema
Length
Market Netherlands
Creative Director
Copywriter
Director
Agency Producer
Account Director
Production Company

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started