Dreft - Shape Expert

Task

Prepare advertorial commercial using local woman celebrity. The commercial had to be showing what Dreft is used for in a simple and clear way.

Insight

Target Audience: Dreft is priced 2-3 times as much as Ariel and other alike powder detergents. It is targeted to the conscious people who are ready to pay premium price to save their delicate clothes in a good condition. So ideally we needed premium and smart celebrity.

Product Benefit: Dreft protects the delicate clothes from shape-loss and color fading, i.e. in a good condition. So...

Solution

So we found a Shape Expert Celebrity to support Shape Expert Dreft. Dreft helps to save delicate clothes like new even after 20 washings. We invited Nargiz Jalilova as a brand ambassador to strengthen this message. Nargiz Jalilova has been a popular anchorwoman of various one-to-one talk shows for more than 25 years. She has unique image of a woman with never-changing appearance.

Tools

Product micro-site, Interactive flash banners