Rinso was the the number one washing detergent brand in Indonesia, until the launch of the global brand positioning "Dirt is Good".
The culturally engrained belief is that dirt is considered filth, and therefore bad. Though share declines eventually stabilized as we successfully proved the value of dirt - an important component to child development there were still many skeptics, making the task of regaining share harder.
Learning from other countries suggested that if mothers embraced the philosophy wholeheartedly, market leadership soon followed.
Our problem? We had a large number of Skeptical mothers who were turned off by brand speak and would not believe anything good came from dirt. If we had to regain our #1 position we needed to convert them.
So what did we do? Nothing at all. We let mothers who believed the philosophy convert the skeptics through a simple act of sharing a story behind a stain. In Indonesia, the word of a mother is revered and trusted over any other.
What started as a simple post on a Facebook wall, would later become short films and chapters in a published book, capturing the imagination of moms, turning the debate around the role of dirt and catapulting a 30% premium brand back to the number one position.
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