Morning Fresh is a premium dishwashing liquid that has been in existence since the early 1990s, in a bid to refresh the brand and to further emphasize its uniqueness and discernibility in the market, Morning Fresh re-launched in October 2018.
The relaunch brought about a complete change of packaging and labeling- a new sleek transparent bottle, with a double-faced one sided label. The brand also introduced three exciting variants – Original, Zesty Lemon, and Antibacterial.
Brand:
Morning Fresh
Campaign:
#MorningFreshSuperPower
Category:
Brand Relaunch
- Develop an exciting and engaging full PR strategy and exploitation plan that appeals to both primary and secondary TA and cuts across and beyond Lagos.
- Inform target audience and showcase the new repackaged brand features and attributes
- Ultimately increase TOMA and brand consideration while establishing Morning Fresh as the No. 1 choice in the dishwashing liquid category, with superior grease cutting power, that gives value for money
- Without A Box sphere headed an online tease campaign to drive curiosity and anticipation towards the brand relaunch
- Without a Box recruited notable celebrity influencers for campaign/brand promotions as well relaunch event attendance.
- Without a box organized a press conference to intimate the media on relaunch plans and other brand activities.
- Without a Box managed the media coverage and amplification pre, during and post re-launch campaign – Digital and Traditional
- Campaign was effectively executed across all media channels, with huge social media participation, leading to increased consideration and trial
- Brand enjoyed associative benefits with celebrity influencers- subtle endorsement
- Campaign recorded over 50% earned media mention especial across social media platforms