The laundry category in the Philippines is highly cluttered with so many ads showing different product demos, jingles, and are mostly magnified by famous celebrity endorsers. Being a rookie in the category, Breeze knew it had to do something different to create impact online.
Breeze’s global “Dirt Is Good” campaign was difficult to make relevant in the Philippine context. Laundry benefits have traditionally been very functional, highlighting product benefits like stain removal and fragrance. Moreover, dirt and stains on laundry was hard to see as something positive, especially since the mums will be the ones laboring more to remove them.
When it comes to mothering, Filipino mums see their children as an extension of themselves – whatever the kids do, their accomplishments and failures, are seen as a reflection of the kind of mother they are. A respectful child is proof of his upbringing, while a dirty child lacks discipline from the mum.
So it was important for Breeze to make mums see the story behind the dirt. That the stains on their kids clothes are actually proof of their child’s inner goodness. Goodness that comes from what their mothers have taught them. So it all goes back not just to the goodness of the child, but also the goodness that the moms have inculcated in their kids.
In the Philippines, 80% of mums still hand-wash their families’ clothes. That’s why when mums see stains on their kids’ clothes, her initial reaction is to get annoyed or mad as she knows taking it off will take more time and extra effort.
“Dirt is Good” was also a complex idea to explain. How could it be good when it means more work for mum?
The shift in mums’ thinking that the agency wanted to provoke was this – that a stain on a child’s shirt is actually a badge of goodness. Just like bringing home a medal from school. And that before mums get angry about dirt on her kids clothes, she should withhold judgement and ask what happened first. She just might realise that behind that stain is a story about something good the child has done.
The Campaign: The Good Experiment.
To create a significant impact and rise from the clutter in the laundry category, the campaign veered away from the usual laundry executions that used problem-solution formats. The creative intent was to show raw/real situations that mothers can relate to.
The experiment involved no scripts. Just 10 hidden cameras, one accomplice (an old janitor), and five kids ages 4-6 years old, along with their mothers who had no idea about the experiment that was going to take place in their school.
The kids were individually allowed to pass by an area where they will see an old janitor having trouble with his wheelbarrow and muddy planters. The test was to see what each kid would do, without any coaching from anyone, when they see the old janitor in need of help. It didn’t take long for each child to approach the elderly janitor to help him out, regardless if they would get dirty.
When the mothers picked up their kids, the initial surprised reaction was expected – some were shocked at how dirty their kids were. Others did not mince words in scolding their child for being so dirty.
After their initial reactions, they were shown a video of what actually happened that day. It was clear that they did not expect what they saw. They became highly emotional, berating themselves for their quick judgement of their kids. But all of them felt really proud of their children for doing something good – for showing kindness and goodness even without being told to do so.
In the end, these mums realised that dirt is nothing if it means their children are doing something good.
The campaign launched the online film in Facebook and YouTube and zero ATL support. In a span of one month, the video accumulated 24M+ views, 26M+ Unique reach, over 2M interactions (likes, comments, shares), over 200,000 shares, captured and covered by over 48 features from local & international media & news sites, and was even shared in several schools and churches, all preaching the brand and how the ad was able to teach values.
BUSINESS RESULTS: While its key competitor leads in market shares, with its powders dominating Breeze Powder in market penetration (53.1% vs 19.6%, as of July 2016), Breeze Liquid’s penetration is now at 16.6%. Breeze Liquid’s penetration is continually growing and is way ahead of its key competitor at 7.5%. Breeze total shares are now at 6.1% (September, 2016), which is up +1 share point due to the growth of Breeze Liquid in the past month.