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Driving consumer awareness of water scarcity

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.

Results

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.

Our deliverables

  • Brand purpose
  • Meaningful employer brands
  • Consumer comms
  • Brand activations and campaigns
  • Owned channel content creation

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Our insights

Meet some of our team

  • Spiro Comitis
    Spiro Comitis

    Energy Lead

    Gate One
  • Whitney Hollis
    Whitney Hollis

    Sustainability Strategist

    Conran Design Group
  • David Holliday
    David Holliday

    Genus Lead, Partner

    Gate One
  • Emily Bird
    Emily Bird

    Junior Sustainability Consultant

    Conran Design Group
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Driving consumer awareness of water scarcity

Spiro Comitis

Energy Lead, Gate One

Spiro leads our energy and utilities sector and has helped energy companies to drive large-scale and complex transformations, implement new operating models, integrate capability and use technology to adapt to a decentralised and decarbonised world.

Driving consumer awareness of water scarcity

Whitney Hollis

Sustainability Strategist, Conran Design Group

Whitney leads on advising businesses to become a more sustainable business and brand. For over 10 years, she has worked in-house sustainability roles and as a consultant for various brands across industry from finance to fashion. She can help companies define what sustainability & ESG mean for them, create the metrics and reporting frameworks, and tailor communications to build a sustainable business and brand.

Driving consumer awareness of water scarcity

David Holliday

Genus Lead, Partner, Gate One

David Holliday is a business transformation expert with twenty years’ experience of leading, designing and delivering complex enterprise-wide change. David is co-founder of Gate One, a challenger Business Transformation consultancy, with a core mission of delivering ‘Meaningful Change’ and helping clients put sustainability at the core of their business transformation.

Driving consumer awareness of water scarcity

Emily Bird

Junior Sustainability Consultant, Conran Design Group

As our junior consultant, Emily supports various projects across ESG reporting and sustainability strategy. Alongside client work, Emily is also studying for a Masters in Corporate Responsibility and Sustainability, bringing fresh insight into the team.

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