Instead of 360° amplification through all consumer touch-points, we went old-school – great TV + a consumer promotion, refreshing in these social media and mobile app obsessed times. In-programme product placement only irritates the viewer – someone repeatedly cleaning the bathroom floor doesn’t make for great comedy. Instead, we negotiated with the programme’s stars creating a mini-series of commercial episodes running before, during and after the show. We engaged both lead women in five different TV executions demonstrating when, where and how to use our product portfolio giving the audience additional quality comedic content associated with our brands.

Our consumer promotion used on-pack redemption codes for prizes including ‘buy 2, get the third free’, having your apartment professionally cleaned and fitted with new appliances and a walk on part within the show itself. The promo, which prominently featured images of both female stars, was supported in Print, Posters, On-line and point of sale.

Voroniny achieved a consistent Top-5 rating and following 9 months flat market share, but by the show’s end market share was at its highest historical level (23%) with one retailer reporting 700% sales increases. P&G’s tired reality makeover TV show bombed resulting in declining market share. But we’re not stopping there. We’re discussing how our characters will make guest appearances in other shows (like the Old Spice guy did on Oprah and Ellen) and are also looking at a spin-off series (think Cheers to Frasier) to keep our association fresh.