Client: Finish

In wash cleaner

Objective:

People aren’t currently purchasing In-Wash Cleaner primarily because they do not understand the benefit of the product, they have never considered it/didn’t know it existed, or feel that their machine doesn’t need it.
The biggest consumer pain points are pots/pans and cooking dishes don’t clean well, food residue is left in the dishwasher, unpleasant odour and grease transfer.
Consumer needs are both functional (dishes/machine is clean and fresh, dishes are disinfected, no product residues left behind) and emotional (making life easier, freeing up time, helping feel in control of household)
We need to increase awareness of Finish Additive IWC 3+1 and the benefit of the +1 tab extra
Comms target is increased penetration and winning back market share