Brite was launched in 1981 at a time when all local detergent brands had failed against the unchallenged and dominant brand, Unilever’s Surf. With its unique “2-powder” formula and “double-action” positioning, suggested by Spectrum, Brite did succeed in making an initial dent in Surf’s position.
Over the years, with Ariel’s entry in the Pakistan market and Surf’s consolidation of its position, Brite lost the status it enjoyed at the time of launch.
Although better in performance and priced at par with premium brands, Brite’s image and top of mind recall faced a setback due to the onslaught of the global competitors, Surf and Ariel.
Spectrum responded to the challenge with a category clutter-breaking and engaging campaign “Brite sub right kar de ga”. While the campaign objective was simply to increase top of mind recall, it also resulted in an encouraging spike in sales. The growth in sales has continued with the follow-up campaign launched a few years later on the same memorable theme.
Sometimes what works for audiences online transitions to primetime. Like the Snacks Video Commercial we created, which focuses on today’s generation that spends time binge-watching movies at home, rather than going to cinema, and ends up leaving stains while snacking. However, being true to our brand promise, 'Brite sab right kardega', this TVC delivers the message in a fun manner.