Colon 101/ “Removes 101 different types of stains”

• Background: penetrating the Israeli detergent market, which is highly saturated with washing powders.
• The challenge: to become the leading, dominant brand in the category.
• The solution: launch an outstanding, exceptional campaign in the category, using a completely opposite tone and style, compared to what was done so far in this category.
• The results: the campaign climbed from #5 in the category and made it to a strong, leading #2. It is the only campaign in the category, which is regularly featured in the “most remembered and loved campaigns” commercial list. In addition, it was translated into three languages and broadcast in different countries around the world.