colgate palmolive pakistan | fabric care portfolio

Brand: Brite Maximum Power

Category: Laundry detergent 

The Problem: Reclaim territory in the tier-1 detergent category.

The Brief:

Get: Older millennial and Gen X-er women

Who: Are aware of Brite but have fallen off purchase and currently pick one of its two competitors from the shelf

To: Look at Brite in the tier-1 detergent category and re-try usage

By: Breaking the stereotype of feminine power struggle that competition highlights