Dero is the leading detergent as volume market share.Perceived as an aged brand, users skewed to women 55+ recall it from the communist times .The objective was to address a younger target with relevant communications connecting with them emotionally, makeing laundry a more enjoyable experience.
General Information:
Strategy: The task was to address the younger target, who are very much into music, fun, celebrities and social activities. So, to connect with them we had to create disruption and surprise them with a non-traditional, funny communication that would create both mass awareness and engagement on the topics they enjoy (music, entertainment).
The idea was to bring Clabucel (Mr Bubble), the animated brand character from the Dero TV ads, closer to them, make him famous and part of their world.
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