By Winifred Nwabuokei
Unilever in a strategic move to enlarge the powdered detergent market, is now evolving market storming approach to reach its target market as it re-entersÂ withÂ Sunlight 2-in-1washingÂ detergent.
The â€œmarket stormâ€ which took place in several markets across LagosÂ was led by Mr. Thomas Boedinger, Managing Director, Unilever. The campaign had all the trappings of a carnival saw retailers and shoppers having fun, shopped and got entertained courtesy of Sunlight 2-in-1 detergent, the new entrant into the detergent market.
The Unilever crew interacted with the public and also dramatised the Brand values to the admiration of marketsâ€™ audience. At the different market locations, there were dance competition, game shows and ad-hoc promotions where participants won different valuable items.
Early callers at the markets were given the clue that something big and different was about to happen that very day as the markets wore a new look with Unilever literally painting different segments of the markets with the warmth of Sunlight.
As early as 7.30am, Sunlight 2_in_1 posters, banners and other point of sale materials had strategically been pasted in the market.
The Marketing Director, Unilever Nigeria Plc, Mr. Dominic Kimani, who spoke on the initiative, explained that it was conceived to take the Sunlight 2_in_1 detergent message of cleanliness and freshness closer to the people. â€œThis is an experiential platform for the brand to connect with its numerous consumers, creating an opportunity for them to have detailed insight into the special features of the brandâ€, he said.
According to Bolanle Odeneye, the Brand Manager, Sunlight, the brand believes in spreading cheer and brightness in the lives of its consumers and those around them. Giving insight into the attributes of Sunlight 2_in_1 detergent, she revealed that it is specifically formulated to give a clean and fresh wash, and can be used on various fabrics. Sunlight has excellent lathering and long lasting fragrance that effectively aids washing and, more importantly, it is economical.
All these, as she affirmed will endear the brand to numerous consumers and generally leave them with a satisfying experience. The â€œmarket stormâ€ experience will linger on for long in the minds of those who witnessed it as people cheered, jeered and asked for more while the fun lasted.