What's Happening?
Domestos, a Unilever-owned brand, is repositioning itself as a cultural icon in the UK through a new campaign titled 'Nothing Beats the Original.' The campaign aligns Domestos with British icons like Sherlock Holmes and Shakespeare, using creative out-of-home advertising to highlight its heritage and relevance. This move aims to transform the perception of Domestos from a functional cleaning product to a staple of British culture.
Why It's Important?
This campaign demonstrates how legacy brands can refresh their image and maintain relevance in a competitive market. By leveraging cultural references and creative advertising, Domestos is not only reinforcing its market position but also engaging consumers on an emotional level. This strategy could serve as a model for other brands in functional categories seeking to enhance their cultural impact and consumer connection.
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What's Next?
Following its UK launch, the campaign is set to expand to other markets, adapting the concept to local cultural icons. This expansion could further solidify Domestos' position as a global leader in the cleaning category, while also driving market share and category growth.
