2017 Winners & Shortlists

The Campaign

The Pril One-Drop Bottle, the exact Pril detergent bottle, squeezable and reduced to the size of a fingernail. Inside, the exact powerful volume of 1ml that removes crust and grease from a whole set of dishes.

Creative Execution

The crafting process took over 6 months: A mold was created following the exact design and shape of the real size bottle, 3.000 squeezable bottles were produced and pril liquid was injected into it. A final mini size label sticker was attached to it. The red cap to hold the liquid was added at the end. In a period of a month the samples were handed over in main supermarkets in UAE.

Results

1. Perceptual: Pril = “One Drop”. We retained a big part of our claim in a very short time proving to mothers beyond the on-screen demos that one drop of Pril is truly enough to wash a whole set of dishes. KPI: Brand Tracker - Association with “One Drop” (+20%): One month after the campaign, the same test was done and association of “One Drop” to Pril increased from 8% to 30%, representing more than 350% growth. 2. Business: Increase Share of Sink: Our idea had a great impace on the business and people rewarded us for it.. KPI: Net Sales Growth (+20%): Increased by 45% over the next 2 months, (140% growth) This resulted in 100% volume growth overthe same period. Market Share (+1%): Increased by 1.2% to 3.9% representing 45% growth, the highest ever increase in Pril's history, while Fairy’smarket share decreased by 1.8% to 83.2%.

Sampling has been for years in the region the most direct way to approach customers in supermarkets. But the practice has become stale and there is a lack of surprise. The One-Drop bottle brought the brand promise directly into customer hands, literally.

In a category that had fallen into a sea of sameness of on-screen cliché demos manufactured in post-production studios, we created a simple and self-explanatory way of taking our big on-screen demo and putting it into consumers’ hands to test off-screen, proving to the homemakers of the Middle East the power of the Pril solution. Note: This was a limited edition.