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In the video below you will find the TV Advertising campaign P&G is using to persuade consumers in Thailand to convert to concentrated fabric softener format. The ad demonstrates a great sense of humor!!!

Some background information: Thailand has been historically a dilute/ standard fabric softener market. However, in the last 5 years the market has been shifting to concentrate format due to convenience aspects.

It is this year only that we see that concentrates represent around 50% of the value market share in Thailand. The market continues to rapidly shift to concentrates especially pushed by the brand Downy.

Very nice example of emotional advertising!!! Well done!

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