Domestos was losing market share to cheaper own label alternatives. It had also launched a number of new products, but in such a cluttered market, diversifying away from its core offering had ended up obscuring what Domestos actually stood for.
So we stripped the brand back to its core truth; ‘Domestos kills all known germs’. Our campaign used animation to hone in on the gritty efficacy of Domestos, a global language that translated our communications idea across all 47 of their markets.
Inspired by Domestos’ brand purpose, ‘to provide safe germ free toilets for all,’ Germworld is the most successful brand communications idea across Unilever. In 2013 the brand grew 12.7%, its fifth consecutive year of growth.