How do you differentiate a new brand in a saturated market?

We decided to choose a communication route – not taken before in the category – pure lightness.

Based on the insight that it’s the daughter- in-law which holds the ‘key to the hearts’ of the household, the ad highlighted the ‘Purity Lock System’ and the light humor which pervaded the the house that our heroine lives in, essentially tying it to the brand’s key product features.