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Vim

The overall goal was to position Vim Cream as the cleanser to turn to in tough cleaning situations. While Vim has long-time loyal users who love it for just that, the challenge was convincing new customers to choose the brand over a host of other products.

The insight that "the time and effort spent cleaning is like a prison sentence," as suggested by Zig's tongue-in-cheek TV commercial, resonated with consumers. Sales responded with a substantial lift within a week of the spot going to air. That lift continued, causing Vim to grow while the segment was in decline.

Based on those results, the spot has so far been picked up in South Africa, New Zealand and Australia.

To top it all off, Vim "Prison Visitor" won a Gold Lion at the 2004 International Advertising Festival in Cannes and was one vote away from being named the Grand Prix winner (the first time any Canadian spot has been considered for the honour).

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Vim