Cleaning products competition is fierce, there are big players on the market such as P&G and Unliver.
Sanitar had a very low market share and brand awareness. The challenge was to raise both and do it differently.
What is a quality product? Is everything foregin better? We combined 360 platfom where we emphasized the benefits of the brand compared to the competition.
A lot of funny and dangerous things can happen when you are using any diffrent product then Sanitar.
The campaign was based on the simple idea that Sanitar is a product without chlorine and still kills bacteria. It has enjoyed fantastic success because it delivers a simple message in a humorous way. The main benefit of the product is that is holds no irrational promises (a happier family, a perfect mother, the absolute pleasure of family responsibilities, superheroes that can solve all dirt problems ...), often present in advertisements for cleaning products. The results of the campaign were great, sales and market share increased compared to 2010.