clorox bags 3 golds and a grand prix silver at gemas
Clorox bagged Gold for Best Integrated Campaign, Best Sales Promotion Activity, Best Brand Extension and the Silver for Grand Prix in the Gulf Marketing Review Effectiveness in Marketing Awards (GEMAS), the regional equivalents of the EFFIES whose jury consists of heads of large business organizations, leading academics and opinion leaders.
The case studies highlighted the launch of the Clorox Health and Wellness campaign via strategic consumer insight-driven advertising, marketing and promotional support detailing the usage of conventional as well as unconventional advertising media channels in order to achieve an effective launch and position Clorox as ‘the healthy protector’.
Clorox, the dominant bleach brand in the region with 84% market share and TOM awareness of 95%. Clorox’s advertising and communications is handled by DDB in the Middle East, which has been in the region for more than 50 years, has enjoyed continual success with its flagship Liquid Bleach – overall bleach household penetration is at 92% in the GCC.
In the middle of last year, Clorox introduced an entire range of new disinfecting products including surface cleaners, disinfecting bathroom and toilet bowl cleaners, wipes and antiseptic liquid. What made the launch particularly notable was that it diluted the umbrella brand’s laundry credentials and moved the entire positioning - globally - onto the more emotionally engaging, health and wellness platform: the entire range was designed to make everyday life better, everyday.
Following a 360° region-wide campaign, Clorox reports that its home care volumes almost doubled in the UAE and more than doubled in other markets including Qatar and Kuwait. In fact, Liquid Bleach’s volumes have scored record sales in the region.
It was one of the all time best performances by any brand at the GEMAS with the achievement of 3 Gold and Silver. In Best Brand Extension category, Clorox faced stiff competition from reputed brands like, Masafi, Kraft Foods – Tang, Marico – Parachute, Acer and Aujan – Rani; in Best Sales Promotion Category, Clorox won over Mercedes Benz (Saudi Arabia), DHL and Catch Interactive; in the Best Integrated campaign, Clorox had strong competition from Masafi, Hilton Hotels, The Executive Office (Dubai Cares), Marico – Parachute and Barclays; as for the Grand Prix category was closely fought by Clorox, Barclays, Aujan- (Barbican, Vimto and Rani), Splashtastic, Emirates Driving Institute. Clorox won silver.
