Comfort Fabric Conditioner: Comfort challenges the 'rules' and wins big in South-East Asia

In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre. A new communications campaign, Andy & Lily in Clothworld, transformed the brand and its fortunes in the region. This paper proves how by driving brand differentiation and perceived value, Andy & Lily’s Clothworld has become one of the most effective campaigns in the region – in just three years. Comfort’s share of the category pushed from 58% to 67%, its annual sales growth increased to 40% in the first year, generating incremental sales of nearly €157m across the three-year campaign period. Additionally, the net profit more than doubled to €28.8m and the payback of brand communications substantially increased from 93% to 141%.