Sunlight Agent 1000 change the perception of Indonesian housewives

Sunlight Agent 1000 change the perception of Indonesian housewives

The predominant DW format in Indonesia is cream and price continues to be the key barrier for conversion to liquid. A new format of Sun dishwashing liquid was launched in March 2006 as a more affordable SKU at the "magical" price of Rp 1000 (US$ 0.10) per 90ml pack. The launch was supported by the Agen1000 campaign which uses the power of the word of mouth amongst Indonesian housewives to push Sunlight with peers.

The target audience for this campaign were housewives, and those who most successfully influenced other housewives to use Sunlight received an award in form of a cash prize from Sunlight.

The initiative was intended to reveal the tremendous potential of Indonesian housewives. Beside the cash prize for winners, other activities were carried out as a manifestation of support for women empowerment, especially for housewives so they can be skilled, broad-minded, independent, having high confidence in improving their status and quality of life.

Together with the National Commission for UNESCO, Sunlight Indonesia conducted various road shows and radio talk shows highlighting interesting topics, thoughts and tips for housewives in order for them to do their daily activities at ease. Participants were given information on "self concept", "gender equity and justice", "entrepreneurship" and "skills management".

As a result of this campaign, the brand is growing faster than the market through increased distribution and significant improvement in equity and relevance. Since the launch of the 90ml pack and the accompanying campaign in March 2006, value and volume have increase significantly double digit growth.

The success also reflected in Sunlight share, especially GT share which reached the highest ever in value.

The growth in Indonesia as a result of this activity makes Indonesia the fastest growing Sunlight country in the world.

During the recently held HHC Category Conference in Rome, this activation was put forward to the Global Category Leadership Team and received one of the HHC Reward and Recognition Awards.