In the Kenyan market, all bleaches are the same and there is no differentiation amongst the category. No differentiation to the point that a lot of them are even made in the same factory. Even ACE does the same thing as its competitors. In a situation like this it becomes very challenging to gain brand recognition, but that’s what ACE set out to do.<\/p>\n
TBWA East Africa<\/strong> took up the challenge and highlighted the whitening properties of the brand by bleaching animals. A forward leaping approach with a humorous twist, in a market where competitors were not advertising beyond a school going kid in a white uniform, or a white collar worker in a sparkling white shirt.<\/p>\n This campaign reminds of the traditional TIDE (detergent) campaigns, except for the fact that they don’t use it on animals. What do you think?<\/p>\n","protected":false},"excerpt":{"rendered":" In the Kenyan market, all bleaches are the same and there is no differentiation amongst the category. No differentiation to the point that a lot of them are even made in the same factory. Even ACE does the same thing as its competitors. In a situation like this it becomes very challenging to gain brand <\/p>\n","protected":false},"author":527,"featured_media":8428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3178],"tags":[4495],"yoast_head":"\n