In the US dishwashing detergent market, Cascade has been the dominating brand for a long time. They have heritage and a reliable brand perception. In contrast, Finish, the challenger brand has been losing market share due to low awareness, and lack of rational and emotional grounds for trial.

As for product performances, both are in parity, and both play into the claim of removing dried- on stains. A great majority of American consumers are known to leave dirty dishes overnight, waiting for their dishwashers to fill up. To avoid stains from drying up, they tend to pre-rinse dishes, resulting in billions of gallons of water going to waste every year. To gain sales and awareness, Finish needed to convince the audience into a clear superiority claim and motivate them into trying their own product.

Based on the above insight, the time frame for Finish to take the stage was obviously the 24 hours between Super Bowl night and valentine's day. The day after the big night, and before the Valentine’s Day is the day people needed to the dishes and this is when Finish kicked in. By dramatizing the tension between these two completely opposite occasions, Finish invited everyone to wash their dishes by taking the Finish 24-Hour Challenge. If people were not satisfied with the result, Finish would pay for their Valentine's dinner up to 20 dollars.

We open in a messed-up house. We see on the TV that there is a broadcast about the game took place the day before. As the camera moves around the room, we notice the mess and dirty dishes. Then we hear a voice-over. As the voice-over speaks of the day before, an angry American football player looks at us. Then, while talking about the next day, we notice the teddy bear standing in front of the fireplace. After we see our two characters, we witness the moment they come head-to-head. At that moment, our super appears. After seeing our super "Monday the 13th", our product falls onto the counter from above. With the falling product, we see the dirty dishes in the kitchen replaced by clean ones. We end the film by seeing our super.

The 360 activation hits 197M impressions with positive sentiment across channels.

-Finish Quantum Point of Sales increased in Feb’23: +21,7% and in Mar’23: + 32,5%. (Source:Nielsen Total US xAOC, Auto-Dish category, Finish, w/e 4/1/2023)

-Finish Quantum Market Share increased by +118 bpts in Feb’23 and +165 bpts in Mar’23.(Source: Nielsen Total US xAOC, Auto-Dish category, Finish, w/e 4/1/2023)

-The household penetration is increased from 9,4% (MAT Jan23) to 9,7% (MAT Feb23).(Source: Numerator HH Penetration Metrics 2023)

-The brand preference is increased from 19% (Q4 22) to 22% (Q1 23).

-The spontaneous consideration for Finish is increased from 18% (Q4 22) to 20% (Q1 23).

-The prompted consideration for Finish is increased from 80% (Q4 22) to 83% (Q1 23). (Source:Hall&Partners, Finish Brand Equity Report, Q1’23)

Total Brand Impact:

-The point of sales is increased from -4,0% (22FY) to 7,6% (Q1 23).(Source: Nielsen Total US xAOC, Auto-Dish category, Finish, w/e 4/1/2023)