Client – Finish
Challenge and approach
Finish has long been seen as the Audi of dishwashing, however, with Fairy threatening its leadership, it had to make this legendary efficiency count for more. With the spectre of water shortages haunting Britain’s future, the need and the opportunity existed for the brand to front up to a greater societal responsibility. A new, purpose-led brand positioning that empowered the public to change for good could help set Finish apart, drive penetration and steal back share from Fairy.
Documentary content, developed in partnership with National Geographic, and a PR campaign alongside charity Love Water helped educate the public of the scale of the issue and gave us the credibility to act. Our new positioning launched through a series of TV, press and digital executions.
Throughout the recessionary period, a consistent brand equity score has cemented brand perceptions and prevented customers from trading down. In particular, a 4% increase in associations of Finish with ‘Delivers perfect results with no need to pre-rinse’ was seen. Crucially however, Finish has enjoyed a 450bpt increase in market share versus Fairy as the dishwashing market has grown during lockdown – an additional £1.8m in revenue YTD.
- Brand purpose
- Meaningful employer brands
- Consumer comms
- Brand activations and campaigns
- Owned channel content creation
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