Dash

Proctor & Gamble’s Dash laundry detergent brand is well known in Belgium, but maintaining a strong market position in the future requires engagement with the next generation of consumers. Furthermore, most of the brand’s communication in recent years has focussed on functional, rather emotional aspects of Dash products. To reach this pre-family group (18 to 34 years) and develop a stronger emotional connection, P&G worked with Medialaan and the media agency Space to develop a sponsorship campaign around the popular soap opera Familie, a flagship programme on the channel VTM.

Medialaan produced a series of short spin-off websiodes featuring two of the characters on Familie, Emma and Guido, as they prepare for the arrival of their first baby. This provided the perfect context for Dash (celebrating its 50th anniversary on the Belgian market) to be integrated into the characters’ lives, as well as to highlight the generation-to-generation transfer of preference for a household brand.

Nieuw Leven (New Life), as the series was called, included pre- and post-rolls and product placement of Dash detergent in couple’s apartment, as well as banner advertising on the VTM website. TV spots around Familie were used to reinforce the message of handing knowledge from one generation to the next, a key concept of the campaign, with further support including print, social media, online, within the VTM app, jingle sponsoring and programme trailers.

The campaign resulted in higher affinity with the Dash brand for young couples as well as a stronger connection for families as well. P&G was very positive about the partnership with Familie and Nieuw Leven, and while sales figures have not been released, the Dash Pods business saw a significant uplift during the campaign period.