With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul, Turkey moved from fifth to first place in part through its "Skip the Rinse" brand platform and its Glasses of Drought and Water Index initiatives. We talk about all three.
There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.