Sunlight Laundry Detergent

Now into its fourth year, Sunlight’s "Go ahead. Get dirty." campaign has proven its mettle and sales have grown by double digits in each year of the campaign.
So what do we do next? We get tactical. In 2001, the focus is on elevating the cleaning performance message: Sunlight now has a formula that makes it the best detergent for cold water washes - something research told us was a compelling advantage. So we balanced the strong emotional appeal of the campaign with the very functional message of cold water performance.
Latest results show Sunlight sales outpacing market growth by over 300%. The tactical work clearly communicated Sunlight’s superior cold water cleaning but it was also fun, human, memorable and fit within the Sunlight personality.

Sunlight Laundry Detergent
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Sunlight Laundry Detergent

| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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