‍Retail Performance
Sell out growth of 18% across three of four retail channels.

‍Partner Ecosystem
10 appliance brands and 5 national retailers aligned within a single campaign framework.

Sustained Market Momentum
4% Category growth recorded for months after campaign periods ended.

Integrated Production
Full campaign production across TV, radio, OOH, national print and digital platforms.

Shopper Demand
Retail activation and performance media driving measurable product movement.

FMCG growth is not driven by campaigns alone. It is driven by sustained demand systems.

The Mandate

Reckitt Benckiser operates in a high velocity FMCG environment where product visibility, shopper behaviour and retail availability must move together.

Campaign activity needed to generate immediate demand while sustaining brand visibility across digital, in store and broadcast channels.

The objective was simple. Drive sell through while maintaining strong brand presence across the full consumer journey.

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What We Built

Partnership Activation Framework

Finish operates across multiple dishwasher brands and retailers, requiring collaboration across the wider appliance ecosystem.

To launch the campaign, we negotiated participation with ten dishwasher manufacturers and five major national retailers, aligning brand mechanics, retail incentives and promotional frameworks across all partners.

We developed a central promotional system that enabled customers to purchase Finish products and unlock instant rewards at the point of sale.

The campaign required:

• Cross brand and retail partner coordination
• Complex competition mechanics
• POPIA compliant customer data capture
• Web infrastructure supporting instant reward redemption

The framework successfully aligned manufacturers, retailers and the Reckitt brand around a shared promotional system.

Several partners continue to run variations of this model today.

Retail Demand Systems

Paid media and shopper campaigns were aligned directly with retail availability and promotional periods. Digital demand generation was structured to support purchase behaviour across major national retailers.

Integrated Content Production

High volume campaign assets were produced across every major channel including television, radio, out of home, print and digital platforms.

This ensured consistent brand visibility across broadcast, retail and social environments.

Performance Media Ecosystem

Search, social and digital performance campaigns supported product discovery and shopper engagement while maintaining efficient media performance across multiple brand categories.

Shopper Activation

Campaign mechanics and promotional frameworks were designed to increase participation, drive brand interaction and convert attention into retail demand.

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Commercial Outcome

• Sell out acceleration across major retail partners.
• Strong shopper engagement across digital and social platforms.
• Sustained category growth recorded after campaign periods ended.
• Integrated production and media systems supporting continuous brand visibility.