Vim is the is the single largest brand within the dishwashing liquid portfolio with 22% penetration. The brand boasts of spontaneous awareness and top of mind measure of 97% & 73%, respectively.
However, with competition launching a similar looking “yellow dishwash liquid”, in came the challenge that people are unable to differentiate Vim Liquid.
Determined to shake things up, Vim Liquid decided it was time for a bold transformation – a dash of flair, a pinch of mischief, and a whole lot of intentionality.
The goal? To drive saliency and initiate conversations that challenge gender stereotypes.
