Poised to ensure that the brand maintains its leadership position in the hygiene and home care segment, Harpic is reinforcing its triple-powered impact with a new campaign tagged “Harpic All in One”. To this end, a new Television Commercial (TVC) has also been created to flag-off the new campaign.
This is expected to give the much needed impetus to the brand and campaign as it new Harpic All-In-One challenges our traditional cleaning methods’.
The brand has equally unveiled a new Brand Ambassador who would be actively involved in this new campaign. She is delectable female comedian, Helen Paul who has dazzled Nigeria’s entertainment world in the last decade with her “baby-soprano” voice.
(L-R) Marketing Manager Reckitt Benckiser West Africa, Bamigbaiye-Elatuyi Omotola, Harpic Brand Ambassador, Helen Paul and the Marketing Director, Oguzhan Silivrili at the unveiling of the new Harpic TVC and Brand Ambassador in Lagos on Wednesday.
The new Harpic Ambassador, Helen Paul is also the main character in the new TVC. Speaking at a media conference in Ikeja, Lagos where the new TVC and The brand Ambassador were unveiled, Reckitt Benckiser’s Marketing Director -West Africa, Mr. Oguzhan Silivrili revealed that the main goal of the new campaign was to enlighten consumers on the superiority of Harpic over traditional toilet cleaning techniques.
In the words of Silivrili, “we know that consumers want products that can remove tough stains, kill germs and freshen their toilets. This is why you see some people buying detergent, bleach and toilet fresheners for their toilet. This campaign is good news to such consumers. They will now realize they can conserve their cash for other things since they do not need to buy three different products for their toilets. Now, they can get all they need in one product- Harpic”.
Speaking further, Mr. Silivrili restated the rationale behind the choice of Helen Paul as Brand Ambassador. His words: “we place strong premium on the importance of educating and informing our consumers so we had to dig deep and based on consumer preferences through research to identify a special celebrity whose character is congruent with our brand. We all will agree that Helen Paul will create great impact in the minds of all our consumers with her double personality profiles that made her the ideal candidate to reach out to different facets of our consumers in this campaign and beyond.
In the next few days, Nigerian consumers would be interacting intimately with Harpic as Helen embarks on the Harpic All in One Challenge where she would be putting our traditional toilet cleaning methods to the test to prove Harpic efficacy to our consumer’s through Mystery Home visits as well as other door- to- door activities.”
In her response, Helen Paul expressed her joy for the honour of being engaged as the Harpic Brand Ambassador. “To have been chosen as the face of Harpic amongst the galaxy of Stars in Nigeria is humbling and encouraging”. She said that she is poised to bring joy to consumers and drive home all the important messages the brand wants to convey in this campaign.
Reinstating Harpic’s commitment, Marketing Manager Harpic, RB West Africa, Bamigbaiye-Elatuyi Omotola said that in the last few years, Harpic has been in the forefront of educating Nigerians on issues of toilet cleanliness and hygiene. Nigerian consumers can readily recall the Harpic Experience Moments where sets of activities are lined up to reach 1million homes yearly across 16 cities within the country educating consumers about how to keep a clean and hygienic toilet.
Also during the world toilet day we saw Harpic Mobile Toilet Experience Trains that were rolled out to increase access to clean toilet mostly in public places where toilets are dilapidated or nonexistent. The idea is to reach the 34 million Nigerians who do not have access to toilets. This is part of a 2.5 billion (40%) global population of people without access to toilets.
She further stated that Harpic is not relenting on the journey of breakout innovations in toilet cleaning as evident with the recent innovation of Harpic All in One toilet solution.
Source: marketingedge
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