Home Furnishing, Appliances, Maintenance & Household Products

The Time When A Laundry Brand Launched A Best-Selling Perfume

Ogilvy

Unilever

Molto Fabric Conditioner

This is a story about how a laundry brand, caught napping by the speed of premiumisation in the marketplace, woke up and leapfrogged its way to leadership. By allowing the agency to conceptualise a new kind of fragrance and market it in a ground-breaking way, Comfort fabric conditioner moved from laundry cupboards to women’s handbags, from supermarket aisles to Sephora’s shelves. This sweet-smelling engine of growth has already generated an incremental EUR 5 million since its launch, raised brand perception scores to their highest level ever, and probably really annoyed the parfumiers at Dior when it pushed them to number two.