Era

Era laundry detergent competes in the discount segment, but is priced at the higher end of it. With the current economic environment, why buy Era if there is an even cheaper brand?

It was discovered that there was a group of women who were willing to spend if they could get the same cleaning power of a premium brand without the premium price. This target had a simple acid-test for a good detergent: did it get the stain out?

Drawing on the brand’s “tough on stains” heritage and “straight-shooter” personality, Era launched a campaign called “Fight.” It teamed up with Chuck Norris, an internet sensation thanks to ChuckNorrisFacts.com and its claims about him (e.g., he stared at the sun and the sun went blind).

Using Norris-like slogans such as, “Era makes stains stain themselves,” four Era legends, multiple Era-isms and a Facebook game, “Stain Kicker,” were unleashed online.

In the first three weeks of the new campaign, Era had achieved 7.2 million media impressions, with a positive engagement score of 81.5%, which is 21.5 points above the industry norm (MSL Canada). The Facebook game was played by 13,000 people within the first three weeks. And fans have begun writing their own Era-isms, such as “Era doesn’t just kick stains, it watches them self-destruct in fear.”