Launch Campaign
Turning an everyday ingredient into a showstopper.
The Challenge
In a cluttered herbal-soap market filled with exaggerated ‘natural’ claims, Nila struggled to stand out. Its real differentiator was pure coconut oil, a base without hardening agents, that naturally melts within 14 days. The challenge was to highlight this authenticity and cut through a category drowning in sameness.
The Pop-Take
Instead of another celebrity flaunting a soap, we flipped the script. We placed a larger-than-life coconut at the centre and showed a woman bathing inside it, turning the ingredient into the hero. This broke the category’s visual monotony, showcased Nila’s purity instantly, and created a striking, second-look-worthy communication.
The Result
The campaign successfully positioned Nila Herbal Soap as a unique brand with a natural formula that has such authentic ingredients. The product was sold out in the UAE market and got more trade enquiries than the business could service. It went on to bag Gold at the 2017 Big Bang Awards.
Awards:
