These Ads Might Make You Sick, But Domestos Definitely Keeps the Germs Away!
Adweek recently ran a great little piece about a print campaign done by Unilever's Domestos brand. The illustrations for this campaign would make even Freddy Kruger and Pinhead have bad dreams! The new visuals are very powerful; new life has been given to an old brand from the 1920's - the early days of modern consumer marketing.
Unilever's webpage about Domestos describes the major benefits of this brand like this:
"Domestos kills all known germs dead – whether they are in and around the toilet, or hiding in dirt and limescale. Germs usually come back after your toilet is flushed. But not with Domestos! Thanks to its formula Domestos bleach clings to the toilet bowl longer than any other bleach. It is also the only homecare brand to be accredited by The Royal Society for Public Health. Watch out germs!"
Domestos has been sold in the UK since the 1920's. Originally, it was a door-to-door sale - product peddlers pumping bicycle pedals.
In the '50s, Domestos conducted a health education campaign promoting polio vaccination. Unilever bought the brand in the '60s and launched Domestos Thick Bleach which made it an international expansion brand. Through all the changes, one thing has been consistent; Domestos is the ‘germ kill’ expert.
The soap and disinfectant category is saturated with competing products. Getting a message to stick in the minds of target customers is no easy task. And that's something that small business owners like us have in common with the big brands. We each need to think creatively about the kinds of problems our customers most need us to solve for them. And we have to do it in ways they'll remember!
Can you think of ways to tell your problem-solution story as effectively as Unliver has done with the images, below?
Need help telling your story? Call Joe Hines and A-Cubed Small Business Marketing.