Sunlight 107 Key Accounts Outlet Management

The homecare sector is a very competitive one, Unilever, through the Sunlight detergent is competing in the laundry care niche, against similar giant brands.

The Challenge:

Sunlight is faced with dwindling market share due to many factors majorly driven by the entry of cheaper options and marketing efforts by competing brands. To combat this problem, Unilever leveraged on its presence in key account stores to create awareness and visibility, and ultimately, to drive sales for the Sunlight brand via the launch of the LARABA TV series.

Objectives

To get new and lapsed users to start using the Sunlight by educating on its long lasting fragrance and superior value.
To increase brand value share target from 10.3% to 11.8%
Increase in-home penetration of Sunlight
To reach over 85,000 targets via direct engagement

We created a memorable and easily recognisable icon that embodies LARABA and taps into the emotions of our TGs and connects with them through the everyday culture of the northern woman.

135% of sales target achieved 57,255 units sold Activation in 107 outlets in 10 Nigerian key cities Over 100k shoppers engaged

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Sunlight 107 Key Accounts Outlet Management