New finish campaign to shake up sector with a story about life through the lens of dirty dishes

Finish, the leading name in dishwashing detergents*, is set to completely change consumer perceptions of the role of the dishwasher and dishwashing detergent. Moving away from the industry’s traditional functional approach to marketing, the new campaign, premiering with ‘Dishes’, seeks to re-engage consumers with dishwashing and learn to love their dishwasher by using Finish.

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The new ‘Dishes’ ad – http://youtu.be/mbmYgjosCSc – throws out the traditional demonstration-based advertising of old and instead takes us on an emotional journey through all the occasions – big and small – where dishwashing makes a difference to everyday life.

The first TV advert, the start of +£4 million campaign broke on Easter Monday (6th April). The total campaign will also include strong interactive digital and social activity across platforms such as Facebook, as well as instore support.

“With this new campaign we are looking to create a more emotional connection between the consumer and dishwashing by demonstrating the simple human truth that life creates dirty dishes. It is a big departure for Finish and the category, but is firmly based in our understanding of consumers and how they perceive the dishwasher, which sits in the kitchen and is taken for granted. We wanted to shake up that perception and remind users of the important role that dishwashing plays every day” says Helen Powell, Finish Marketing Director.

“Finish has consistently innovated to move the category forward and drive growth, and this is consistent in this new campaign.”

The first part of the campaign will run through the spring and summer, with two TV creatives focusing on ‘Dishes’ and ‘Glasses’, heroing their latest innovation, Finish Shine & Protect.

* AC Nielsen MAT W.E. 21.03.15

www.rb.com