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Yes-No English

Yes-No English

Procter and Gambles dishwashing liquid YES (Fairy) is hugely popular in Sweden. The problem is that some people, apparently, still say no to Yes. Thats why we launched a campaign to find these consumers and offer them an "alternative"; No. Voilá! Problem fixed - The power of Yes for people who say no to Yes. Being a brand campaign for Yes, the desired outcome is to present Yes as the strongest dishwashing liquid brand in Sweden, without having to say "Hey, look how effective it is" by the usual product demos and whatnot. (http://www.eurobest.com)

Tags: Industry: Consumer Goods
Company: Procter Gamble Co.
Agency: DDB
Country: Sweden
Prize: Eurobest
Year: 2014
Language: English
Level: Market level - Changing the activity
Topics: Brand Marketing