FAB – THE DETERGENT OF THE FUTURE

With the launch of the unique concentrated liquid detergent for preparation, FAB aimed to reclaim the top position in the liquid detergent category against its main competitor Ariel, who had an 11pp advantage in SOM and 44k units sold. This involved breaking down the cultural and usage barriers associated with these types of detergents among the population and creating a new narrative of savings with arguments that go beyond price.