99 Stains (2006)
This paper explains how in 2003, Unilever-owned Dero, shorthand for Detergent Romania, had survived by firmly positioning the brand within the value segment, but an influx of cut-price competitors threatened its long-term volume. Simultaneously, the arrival of premium western brands made it hard for Dero to claim quality advantages. Two critical observations led to advertising that broke with marketing conventions: 1) Romania has a greater proportion of low-income consumers than western markets; and 2) western brands were starting to lose relevance for these consumers. Advertising generated significant emotional equity for Dero by shaping a brand specifically for the Romanian people. A strong through-the-line campaign communicated the core message (relevant, affordable quality) in a way that spoke directly to Romanians. This turned Dero into a popular local brand and succeeded in generating 300% profit.
Judge's Comments: