Historically Finish focused on product driven performance communication but keeping our market leadership in terms of market share and hearts of the consumer required a communication that had the power to create an emotional bond. We tied the brand’s core value “brightness” to the purpose of the brand and came up with the concept of a “brighter future”.

Turkey is facing a serious threat to become a water poor country if no public awareness raised on the subject. Finish as a brand where concentrated only on dishwasher detergent has a very strong advantage against competitors to talk about water saving and raise its awareness. We wanted to talk about brighter future and there was an alarming issue about dish washing, the amount of the water we waste (57 liter) on pre-rinse in one year is equal to a mid-size lake.

Glasses have been the symbol of the shine for decades for Finish. Now they could also help us to tell a different story for brighter future.

Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimaginable for the target audience to grasp the idea of Turkey becoming water poor in 11 years’ time. First, we needed to reach people with influence and make them aware of the shocking news with an impactful approach.

The amount of water wasted on pre-rinse in one year is equal to a mid-sized lake. So, we decided to start with the most alarming evidence. Drying lakes.

‘Glasses of Drought’: 5 glasses. 5 special glasses designed for 5 lakes of Turkey where the signs of drought are seriously felt. The amount of the water each glass can hold is equivalent to the percentage of water left in a certain lake. So, you can only drink as much as water as the lake currently holds, not a drop more.

0,5 million USD PR value was earned with a set of 5 glasses.

16,9 Million media impression and 6,2 Million earned media value.

If we continue to consume this much water, the resources are in danger of depletion in about 10 years. Turkey is a country surrounded by seas on three sides and experiencing all four seasons. When this is the case, it’s unimageable for a target audience that the water resources are running out.