Unilever detergent Ala does a good job defending its brand in its latest campaign. In the TV spot, Ala explains that while it’s a little more expensive than other laundry detergents, the brand provides value in the long run—especially since you need twice as much product with a cheaper brand to generate the same stain-fighting effect. In fact, a “cheaper” brand can end up costing you more.
The campaign—which takes a very similar approach to that of OMO washing powder in China—does a good job of explaining Ala’s benefits while avoiding the price wars.
