In the Kenyan market, all bleaches are the same and there is no differentiation amongst the category. No differentiation to the point that a lot of them are even made in the same factory. Even ACE does the same thing as its competitors. In a situation like this it becomes very challenging to gain brand recognition, but that’s what ACE set out to do.
TBWA East Africa took up the challenge and highlighted the whitening properties of the brand by bleaching animals. A forward leaping approach with a humorous twist, in a market where competitors were not advertising beyond a school going kid in a white uniform, or a white collar worker in a sparkling white shirt.
This campaign reminds of the traditional TIDE (detergent) campaigns, except for the fact that they don’t use it on animals. What do you think?