Sustainability in marketing

Campaign: Comfort One Rinse

Client: Unilever

WPP Company: Ogilvy & Mather Singapore

Unilever’s Sustainable Living Plan aims to change the domestic routines of millions of people in water-scarce countries to help reduce water use significantly by 2020, by providing 60 million households with laundry products that deliver excellent cleaning but use less water.

As part of this plan Unilever launched Comfort One Rinse, a fabric conditioner which removes detergent foam in just one rinse, saving 20 litres of water every wash.

In 2013, Ogilvy & Mather Singapore created a campaign to promote the new product and its water-saving features. They developed two films which were released on UN World Water Day together with local activation events. In 2012, One Rinse products were used in 1.4 billion washes in 28.7 million households worldwide.