Case study: Norit plans to rejuvenate

The iconic detergent brand Norit, a feature in our houses all our lives, for being the favorite brand of our mothers and grandmothers has begun to aim its products at a younger market. How are they doing this? Basically, they´re implementing a new strategy based on linking the brand to the fashion world.

Norit & Mango

In 2005, Norit signed an international agreement with Mango. The aim of this agreement was to increase Mango`s customer satisfaction, making it easier to preserve the quality of the garments and guaranteeing the quality  after use and daily wash. On its part, Norit expects to benefit from the international projection of Mango and the good quality of their garments.

The launch of the campaign included a new label on the garments, recommending the use of Norit. The campaign also included graphic supports in the 760 stores that the textile firm has all over the world. Furthermore, Mango made brochures available for the customers with the slogan “Steps for a perfect wash”.

 

 

Norit & Oysho

In 2011 Norit carried out a cobranding action with Oysho, given to HighCo Shopper agency. The action was to present 4 homewear and lingerie collections that Oysho sold in its stores under the Norit label for a limited period of time. As a complement for a purchase of any garment, the fashion chain offered a Norit Total Care sample as a gift.

Besides, in parallel with the in-store action, HighCo Shopper created a fan page in Facebook with different applications, where the consumer could find all the Norit products and design a look for a virtual doll. The user could win a set of 5 Oysho garments and 1 year of free Norit products. The fansite also offered a store finder, videos about Norit, applications for the fans’ birthdays and so on… The promotion is publicized, in addition to the Oysho sales outlets, through advertising campaigns in Facebook and discount coupons for the garments in the collectionpublished in women’s magazines.

 

 

Norit & Fashion

At the end of 2011, the brand Norit made the definitive jump to digital communication linked to the fashion world, an important decision that had as it  main objective to change the brandawareness in its younger target and to bring the renovated product range closer to the new consumer. To face this challenge, Norit has entrusted its communication to the interactive creative agency Archibald Ingall Stretton, which has carried out an online communication strategy based on content design and the relationship with users.

Norit sponsors www.fashionbloghunter.com, where a coolhunter group shows the best posts of the fashion bloggers. This content is published on Norit’s facebook and Twitter profiles.

The first action implemented by this agency has as objectives to show the evolution of the brand and strengthen its leadership in the daily care of clothes day by day. “Norit By”, as the campaign is called, is bases on an exclusive collection of tees, designed by famous fashion designers inspired by the well-kown little lamb, the brand icon. The tees, which are limited edition and signed by Davidelfin, PeSeta, Kling, La Casita de Wendy y PepaLoves, are only available on the Norit fanpage, where they also carry out competitions for their fans. 

The agency recorded videos with each designer, who explained how the inspirational process behind the design as well as their personal opinion of the brand and the product. To promote this action, Norit organized a public presentation for the media with the presence of Malena Costa, model and ex- girlfriend of Carles Puyol, the Barça player as godmother.

A second action has been Tricotosas, a branded content program for the Norit brand, broadcast on Divinity Channel. Tricotoras is a TV show produced by Plural Entertainment, based on an original idea of Diamantina Films and designed from the beginning as branded content. The show addresses basic tasks such as sewing a button, as well as more elaborated works, such as making baby clothes or teaching cross stitch.

In every chapter, Norit is the partner in the care garments of the audience, who are offered expert advices in order to wash the clothes looking after the material, colors and textures using its wide range of products for different kinds of garment.

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