Unilever changes Breeze formula for 'modern' women

"Our target audience is the modern woman who, though proud to have an active, high-energy family, sometimes finds herself wishing her family members wouldn't do those things that stains their clothes, because this forces her to endure a tiresome and time-consuming laundry process -- pre-treat, bleach, and hard scrubbing -- to ensure that the stains are removed," explained Punnika Burasittikul, account executive, Lowe Thailand. "Breeze Excel One System makes laundry a one-step process, giving the family the freedom to get dirty." The 30-second launch TVC is expected to run until mid-June, followed by 15-second cut-down runs until August. A second TVC emphasises product efficacy by comparing the old method of washing clothes (three steps) versus using Breeze Excel (one-step), and will run until end of July. In addition, Lowe has created advertisements for the Bangkok Train System (BTS), including two train body ads, inside train body posters, platform posters and 'standby'. One poster, which runs the entire length of the train body, shows a clothesline with clean, white laundry hanging from it. The BTS ads are expected to run for a period of six months. Lowe has also targeted the windows and arch of escalators at 10 branches of Tesco Lotus. Unilever has been aggressively launching and promoting its laundry detergent brands this year. "Product innovation is the only way to stimulate growth in the overall detergent market, which is saturated and grew only 2.8 per cent last year," said Chanint Archjananun, managing director for home care, Unilever Thai Trading. "As the market leader in the local detergent market, with Breeze and Omo as our core brands, we want to gain share and stimulate total market growth." Last year, Breeze led the market with a 45.3 per cent share, while Omo occupied 18.4 per cent.