| Title | Grubby Affair |
| Agency | Leo Burnett |
| Campaign | Daz 'Cleaner Close' - Procter & Gamble |
| Advertiser | Procter & Gamble |
| Brand | Daz |
| Posted | September 2003 |
| Product | Laundry Detergent |
| Business Sector | Cleaning Products, Soaps, Detergents |
| Tagline | The soap you can believe in |
| Story | SUMMARY The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its share. For this target-group, TV soaps were the source of unmissable, escapist entertainment, and so a mini soap opera called Daz 'Cleaner Close' was created. The campaign proved a great success, reversing Daz’s long term share decline, achieving 6.5% growth in yearly value share. The trend of alienating the younger age cohort of homemakers was also reversed. Overall, the campaign is estimated to have delivered 21% incremental volume for every 100 Gross Rating Points of spend vs. the previous campaign. |
| Philosophy | CREATIVE STRATEGY Daz’s main challenge was to reconnect with a new generation of female homemakers. They found Daz’s time-honoured tradition of challenging real women to show off their whites on the doorstep condescending and out of touch. Crucially it did not connect with the reality of doing laundry for these women. Instead of obsessing over it, they had a much more practical approach to their weekly wash. Research revealed that the big passion of the target audience was TV soaps, the source of unmissable, escapist entertainment and gossip. Consequently a mini soap opera was developed, called ‘Cleaner Close’ featuring Daz as the hero. The soap opera format allowed for the dramatisation of the key brand equities and laundry issues while at the same time entertaining the audience. The campaign endline ‘the soap you can believe in’ was intended to communicate the straightforward reliability of Daz while parodying the absurdity of the typical soap opera. OTHER COMMUNICATIONS PROGRAMMES The competition ‘Search for a Soap Star’ was developed, a campaign in regional press inviting women to audition for an episode of Daz ‘Cleaner Close’. The auditions took place at supermarkets, thereby bringing the campaign to life in stores. www.dazwhite.co.uk and mini stories on the Daz box enabled women to follow the latest goings on of ‘Cleaner Close’ in other media. MEDIA - Broadcast - Public Relations TOTAL MARKETING EXPENDITURE €5 to €10 million MEDIA STRATEGY The media strategy played off the same insight as the creative work: the target audiences are soap addicts. To engage with this target, the media schedule was developed around a handful of TV soaps, celebrity gossip and TV listings magazines. |
| Problem | CAMPAIGN OBJECTIVES - Reverse Daz’s long term share decline, achieving 8% value share by the end of June 2004. - Overcome the key target market’s perception of Daz as old fashioned and out of date, and attract a younger target to the brand - Encourage the target audience to switch from the main competitor brand to Daz. TARGET AUDIENCE - 25-34 year old female homemakers for whom the competitor brand was the brand of choice. CAMPAIGN PERIOD March 2003 to present. |
| Result | - Daz’s long term share decline was reversed. For the first time since 1996, Daz’s yearly value share grew by 6.5% to 8.2% in the laundry market (that was previously flat). Monthly value shares revealed an immediate uplift as soon as the campaign went on air. (Source: Procter & Gamble/ A.C.Nielsen ETPD) - The objective of rejuvenating Daz was attained. Qualitative and quantitative research consistently underlined the strength of the advertising idea and its potential to update Daz’s brand values over time. ‘Cleaner Close’ was the most recognised laundry campaign in the UK and Ireland, alongside a competing brand with an advertising budget four times that of Daz (Source: Market Mind Report NFO, NMR, Zenith Optimedia 2004). - Gains/loss analysis revealed that 34% of Daz’s incremental value was the result of switches from the main competitor, in line with the campaign objective. (Source: Taylor Nelson Sofres) Additionally, the age profile of the brand has also changed, counting a higher share of homemakers aged under 27 amongst their loyal consumers. |
| Media Type | Television |
| Length | |
| Market | Ireland, United Kingdom |
| Creative Director | Nick Bell |
| Director | Declan Lowney |
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