Title | NO TO YES |
Brand | PROCTER & GAMBLE NORDIC |
Product/Service | HAND DISHWASH YES |
Category |
C01. FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS) |
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
Media Agency
|
MEDIACOM Stockholm, SWEDEN
|
Production Company
|
TOP HAT Stockholm, SWEDEN
|
Credits
Jerker Fagerström |
DDB Stockholm |
Creative Director |
Peter Kamstedt |
DDB Stockholm |
Business Director |
Charlotta Hallgren |
DDB Stockholm |
Account Manager |
Fredrik Simonsson |
DDB Stockholm |
Art Director |
Magnus Jakobsson |
DDB Stockholm |
Copywriter |
Peter Danielsson |
DDB Stockholm |
Graphic Design/Final Art |
Matilda Jacobsson |
DDB Stockholm |
Graphic Design/Final Art |
Niklas Andersson |
DDB Stockholm |
Graphic Designer/Final Art |
Christian Björnerhag |
DDB Stockholm |
Retouch Artist |
Anna Hellenberg |
DDB Stockholm |
Print Buyer |
Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
August Björnberg |
DDB Stockholm |
Digital Developer |
Carl Nordling |
DDB Stockholm |
Digital Director |
The Brief
Many Swedes love Yes, it´s a very popular brand in Sweden. P&G wanted something that said " we love you for loving us ", to underline the power of Yes and it´s popularity.
Creative Execution
The solution was to find a way to brag about the popularity of Yes without having to drive in the lame lane when it comes to communicating it. That´s why focusing on the few that for whatever reason say no to Yes was far more interesting that focusing on the millions who love it. Using only the strong name turned on it´s head as a "brand carrier" in the communcation was simple and funny.
Describe the creative solution to the brief/objective.
Procter and Gambles dishwashing liquid YES (Fairy) is hugely popular in Sweden. The problem is that some people, apparently, still say no to Yes. That´s why we launched a campaign to find these consumers and offer them an "alternative"; No.
Voilá! Problem fixed - The power of Yes for people who say no to Yes.
Being a brand campaign for Yes, the desired outcome is to present Yes as the strongest dishwashing liquid brand in Sweden, without having to say "Hey, look how effective it is" by the usual product demos and whatnot. The campaign is still ongoing.
Results
The campaign is still ongoing but to this day the entire edition of No has been ordered from our campaign-site, hopefully changing the minds of some of the people who say no to Yes. And let´s not forget putting a smile on the lips of everyone who says Yes to Yes. The ROI is massive, considering this was as close to a non-budget campaign that P&G ever comes.