Ogilvy UK: Comfort, a Unilever brand
Campaign: Do the moves
Client: Comfort, a Unilever brand
WPP company: Ogilvy, UK
Comfort’s concentrated fabric conditioner is good for customers and the environment. Each bottle contains 55% less plastic than regular conditioner – requiring less energy to manufacture and transport.
In 2008, Ogilvy UK created a TV and print campaign to encourage Comfort customers to switch to the concentrated version. The campaign explained the environmental benefits and reassured customers that they would get the same high quality product.
The campaign helped to increase sales, with a quarter of all UK households now using Comfort Concentrates. It also encouraged people to switch to the concentrated version, which now make up 86% of sales.