To grow share for Finish by differentiating the brand from competitors.
What we did
Our brand repositioning campaign views life from Finish’s dirty-dish-obsessed perspective. Where the rest of us see life, Finish sees dirty dishes and glasses. And Finish cleans every dish, every time. The campaign also allows Finish to talk specifically about product features and innovations.
Since launch, Finish is the only dishwashing brand to grow share globally within the category, with the second highest share gain recorded across all RB brands in 2015.