Improved Topload out to drive growth

<P>SINGAPORE Topload Spin has  launched a humourous television-led campaign for its new detergent and softener in one product, in a bid to break out from the shadow of its more popular sister brand, Spin.</P> <P><br><br><BR>The campaign introduces Topload Spin Dual action, touted as the market's first detergent and softener in one.<BR>"Topload Spin has always been marketed under the shadow of Spin. With this campaign, we hope to set the pace for an independent brand growth for Topload Spin," said Koh Yew Hiap, managing director of UICCP, the company that owns the Spin brand. </P> <P><br><br><BR>"Our main competitors in the region are conventional powder brands like Fab, Top and Breeze. However, as Singapore is a matured and developed market, there is very little organic growth in the market. Hence all detergent brands, be it powder or liquid, are also our competitors." </P> <P><br><br><BR>Local independent shop Grip created the campaign, which is driven by four bi-lingual 20-second spots running on terrestrial and cable. The TVCs open with a sentimental, tender moment captured in slow-motion. One spot shows two Bollywood lovers running towards each other, but the scene is suddenly cut short because their clothing lacked softener. In another spot, a mother reaches for her rain-soaked son with a towel, only to knock him down with it because she forgot to add softener. "The campaign is based around an insight that came about during focus group testing, that most people either can't afford softener or forget to put it in at the time of washing. This became a great opportunity for us to take this to humourous extremes," said Paul Russell, managing director at Grip. </P> <P><br><br><BR>Topload Spin and Spin are marketed by UICCP, a local manufacturer with core markets in Malaysia and Indonesia. UICCP also markets four other detergent labels and is often referred to as a value-for-money brand.</P>