Sunlight’s main aim in 2014 was to prove that one bottle of Sunlight could wash 30 000 plates and build Brand Love in the process. Client wanted to emphasize the cleaning power of Sunlight with an on-the-ground engagement programme in underprivileged areas where hygiene is a life-threatening problem.

Two teams of 50 people travelled the country, visiting key areas in Johannesburg, Polokwane and the Eastern Cape.

One bottle of Sunlight traveled in a secure case from location to location. The dispensing/use of Sunlight was carefully monitored to ensure absolute authenticity.

When you eat off a plate that’s been washed by Sunlight, you know it’s clean. Sunlight’s 30 000 Plates Challenge proved that a single bottle of Sunlight can wash over 30 000 plates. Assuring money-conscious South Africans that having the country’s best dish washing liquid in their homes is indeed affordable.

Our 30 000 plate target was exceeded by 5000 plates.

We washed 35 000 plates and still had a quarter of the bottle left over. 35 000 meals were prepared and 35 000 people were fed. 100 people gained employment for the duration of the promotion.

• Sunlight solidified its position as the South Africa’s leading dishwashing liquid.

• Over this period there was an increase in consumer endorsement of the statement: ‘A small amount can clean a lot more’ items. Consumer endorsement scores came in between 87% - 92% across LSM A and LSM B.

• Sales – share increased by 1.1% 110bps

• Sunlight dish washing liquid is measured by 2 key attributes, which is Yield and the products ability to degrease.

• 1 – product ability to degrease

• 2 – yield – how many plates can 1 bottle clean

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Yield was the main objective of this activation and yield increased by 5%.