CHALLENGE: all® free clear had lost some of its equity in “sensitive skin” to key competitors, just as it was preparing to launch 2 new products—fabric softener and dryer sheets.

OBJECTIVE: Regain mindshare in “sensitive skin” among physicians and patients in a unique and ownable way that would support the launch of its new products.

STRATEGY: When it comes to sensitive skin, how patients feel physically directly impacts how they feel emotionally. The strategy was to own how relief makes sensitive skin feel.

EXECUTION:

1) The “happidermis” campaign communicates both a functional benefit (removal of allergens and irritants) and an emotional benefit—how being free of allergens and irritants makes sensitive skin feel (“happy”).

2) The brand also sponsored a clinical review paper that summarized current clinical literature to highlight the impact of laundry detergent on sensitive skin, as well as a white paper that reviewed benefits of fabric softener for sensitive skin.

OUTCOME: Overwhelmingly positive response at the campaign launch at the 72nd Annual Meeting of the American Academy of Dermatology (AAD), with 1450 unique booth visits, 2900 samples distributed at the convention, more than 1000 new contacts, ongoing shipment of 1.9 million product samples, and defense of #1-recommended status.

The campaign was launched in March 2014 at the AAD convention and continues to be rolled out nationwide. It will remain ongoing throughout 2014. “Happidermis” was used to create a fully immersive booth experience at AAD, with an interactive quiz, as well as a live presentation. The campaign was pulled through all other sales materials, including reprint carriers, product samples, and tote bags. Nationally, it is being rolled out through our sampling program across all promotional pieces, including shipping boxes, product samples, patient brochures, and healthcare provider communications.

The laundry category is dominated by functional demonstrations of cleaning performance. “Happidermis” is a breakthrough because it emphasizes benefits to skin. It doesn’t need to tout cleaning, because healthcare providers assume that’s what detergents do. Instead, the “happidermis” campaign focuses on what they care about most: how their patients feel. “Happidermis” is appropriate for the brand because of its sensitive skin heritage.

The results to date have been overwhelmingly positive.

Output/Awareness: 1450 unique booth visits, 2900 samples distributed at the convention, and more than 1000 new contacts gathered for the product sampling program.

Knowledge/Consideration: ongoing shipment of 1.9 million product samples; all® free clear continues to be the #1-recommended detergent brand for sensitive skin by dermatologists, pediatricians, and allergists.

Action/Business Impact: all® free clear continues to retain its market leadership position with 41% share. Its closest competitor, Tide® Free & Gentle, has 19% share.