CLIENT
Reckitt Benckiser
Jiri Kulik - GM, Household Mktg.
Donna McGonigal - Mktg. Director, Fabric Care
Christian Ortiz - Sr. Brand Manager, Woolite
AGENCY
Euro RSCG Worldwide New York *Lead Agency
Rahul Sabnis - Executive Creative Director
Israel Garber - Executive Creative Director
Laure Ayel - Acct. Supervisor
Francois Crabalona - Creative Director
John Hlatky - Acct. Director
Kerin Morrison - Group Planning
John Paquin - Group Acct. Director
Zenith Optimedia
Porter Novelli
Iris
Eastwest Marketing Group
SUMMARY
Launched in the 1950s, Woolite achieved the trust and loyalty brands dream about. But by the 21st century, women were forgoing the niche, fine-fabric laundry product opting instead for big bottle, heavy-duty detergents to clean everything. As a result, Woolite was losing share and relevance. Faced with obsolescence, Woolite needed to be bold in order to defy category conventions; they needed women to reconsider their current laundry detergent, change their perception of Woolite, and spur purchase. The surprising work successfully sparked a cultural buzz wildfire and ignited share growth immediately.
