challenge
Once the star of laundry, National soap has been facing a not-so-bubbly truth: liquid detergents have taken over the washing chores with a splash, leaving our good old soap bar feeling a bit… washed out!
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
approach
The campaign took the form of a touching, nostalgic film showcasing all the hands — young and old — lovingly scrubbing away with National soap. To add some extra sparkle, the film dusted off the popular “Dhobi de Classe” séga, refreshed with snappy new lyrics to sing National’s praises. Because nothing says “clean clothes, happy hearts” like a catchy tune that sticks in your head all day! And of course, this toe-tapping séga was also woven into a radio commercial, spreading washing joy far and wide – not to say, nationally!
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
results
Turns out a good story (leveraging emotional connection and cultural heritage) —and a catchy séga—still work wonders in reminding customers that some traditions, like National soap, never go out of style.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
