Jif, Unilever’s leading brand of household cleaning products, was looking to engage with young Arabs in the GCC to increase familiarity with the brand and likeliness to use Jif products when cleaning their homes.
In a unique market such as the GCC, there are many distinguished characteristics and attributes of market dynamics and consumer behavior, which are shaped by deeply rooted family culture and social traditions, requiring brands to rethink and follow a strategic approach that sits on a foundation of Arab consumer and cultural insights.
After all, regardless of how profound and well-established your brand is globally, or how fantastic your product is, you can’t motivate consumers to try out your product if you don’t know them well enough in a locally contextual relevance to find the right key to communicate with them.
To build our strategy, we looked into behaviors, traditions, and habits that impact the everyday lives of Arab families, and underlined key moments they relate to the most.
Objective:
- To build awareness about Jif cleaning products as must-haves in every Arab home