Daylight® helps Canadians Shine™

Impressed by the selfless acts of kindness of excellent Canadians, the makers of SUNLIGHT® Laundry Detergent assist Neighborhood Heroes fund their initiatives whereas highlighting their unimaginable tales. That is the second marketing campaign for SUNLIGHT® laundry detergent with Toronto-based international inventive branding experience, Juniper ParkTBWA.

This work is predicated on the marketing campaign’s imaginative and prescient: Whenever you get assist with the little issues, like laundry, you may concentrate on the massive issues that matter extra. As soon as the primary SUNLIGHT® laundry detergent promotion ended, the group started on the lookout for different areas for the model to proceed serving to Canadians. Working with the Juniper Park group, they recognized examples of individuals and charitable packages the model might companion with, which led them to the Nancy and Her Laundromat initiative. Sharing Nancy’s story was a transparent subsequent step in exhibiting the impactful distinction Canadians could make of their communities, and the way SUNLIGHT® Laundry Detergent can assist.

“Few classes are steeped in custom, and Daylight had an urge for food for breaking by means of the muddle to actually join with its prospects on an emotional degree.” – Invoice Chamness, Vice President of Technique, Juniper ParkTBWA.

To rewind a bit, in 2020, Nancy Seto, a laundromat proprietor in Toronto, seen that considered one of her prospects was not drying their freshly laundered garments as a consequence of monetary constraints. Nancy was moved into motion when she realized that the selection between spending more money on drying and with the ability to present for his or her households was a actuality for a lot of Canadians. Beginning with paying for the client’s drying prices, she expanded the providing to create a free laundry entry program for anybody who wanted it.

As a small enterprise proprietor who helps folks in her group shine, Nancy’s story was an ideal match with the values ​​of the Daylight model, in addition to her laundry product. The marketing campaign is designed to assist Nancy keep afloat, highlighting her position as a real native Canadian hero. As this concept grew, it grew to become clear to the makers of SUNLIGHT® laundry detergent that they might use their platform and fame to assist extra Canadians do superb issues of their communities.

“We had intensive conversations with shoppers, delving deeper than simply laundry. Beneath the floor, we uncovered some concepts the place SUNLIGHT® laundry detergent might play an essential position.” – Invoice Chamness, Vice President of Technique, Juniper ParkTBWA.

Going past serving to one Canadian, the makers of SUNLIGHT® laundry detergent have expanded their initiative to supply 10 extra deserving folks with assist. In a contest hosted by The Morning Present, the SUNLIGHT® model knew it might discover extra Canadian heroes like Nancy. By inviting viewers to appoint these folks, the SUNLIGHT® model is making a gift of 1000’s of {dollars} to assist deserving recipients make a higher impression within the communities they serve.

The inventive strategy goals to maneuver SUNLIGHT® laundry detergent away from class conventions. As an alternative of filming an ad concerning the occasion, the group tapped into the emotional aspect of their product.

“After assembly with Nancy, we stripped down the manufacturing’s bells and whistles. We actually needed her unimaginable selflessness and dedication to her group to shine by means of, and sharing the reality of the scene and scenario was key.” Neil Walker-Wells, Govt Inventive Director, Juniper ParkTBWA

In making ready for this marketing campaign, the makers of SUNLIGHT® laundry detergent spoke to the folks Nancy has helped. They needed to get the total, actual story and ensure the marketing campaign linked with prospects, felt good, and confirmed the true impression of their assist. They knew {that a} story this highly effective might launch a nationwide initiative to reward others, shifting past laundry to assist Canadians really shine.

“Our SUNLIGHT® model is close to and expensive to Canadian hearts, having been in houses for over 100 years, and we needed to offer again to the group we serve. We’re proud to assist native heroes who’re making a distinction in Canada, and we’re thrilled we are able to contribute to creating Canadians shine day-after-day.” – Heidi Chiu, Head of Advertising and marketing, Henkel Canada.

The marketing campaign launched throughout Canada on August 14, 2023 throughout tv, digital and social. The competitors will likely be stay till October 15, 2023 and they’ll have a good time the winners till 2024.