Cannes Lions
LEO BURNETT TORONTO, Toronto / PROCTER & GAMBLE / 2008
Overview
Entries
Credits
Execution
Use media in a unique way to take Cheer’s brightening message outside the typical detergent messaging landscape. While the product’s benefit is rather standard for the category, we delivered Cheer’s message in a unique way thus heightening engagement for the laundry detergent brand.
Outcome
Post research revealed we achieved our goal of strengthening Cheer’s link to brightening and making the brand top of mind.
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