DIVA COLOUR CARE LIQUID DETERGENT LAUNCH CAMPAIGN
Contextto launch of Diva Colour Care laundry liquid
Laundry liquid will gradually take over powder and soap
Market leader Sunlight has first mover advantage
Opportunity for Diva to premiumizethe economy laundry powder segment
Communications objectives
Persuade Sunlight powder users to consider and try, Diva Colour Care laundry liquid
Bring to life Diva’s brand credentials – more for less
Communications task
Communicate, Diva Colour Care protects colour, to keep clothes looking new for longer, while delivering superior cleaning and fragrance.
Consumer insight: why would colour care matter
She might be the practical thrifty mum, who wants the best value for her money. She wants the clothes she picks out for her little ones with so much love and care, to last longer
Sometimes, clothes mean more to us than just being clothes. It might be your lucky shirt that you wear to interviews, or the dress you wore on your first date, or the saree your son bought you with his first salary. We want to take care of these clothes that we hold dear to us, for as long as we can
Constant washing makes clothes fade in color and look old and worn, that is why women need a solution that will help them, and their families’ clothes look new for longer.
