Dreft is priced 2-3 times as much as Ariel and other alike powder detergents. Its target audience is the conscious people who are ready to pay a premium price to save their delicate clothes in good condition. Ideally, we needed high profile and smart celebrity.
Product Benefit: Dreft protects the delicate clothes from shape-loss and color fading, i.e. in good condition.
We developed the Shape Expert concept: we found Shape Expert Celebrity to support Shape Expert Dreft. Dreft helps to save delicate clothes like new even after 20 washings. We invited Nargiz Jalilova as a brand ambassador to strengthen this message. Nargiz Jalilova has been a popular anchorwoman of various one-to-one talk shows for more than 25 years. She has the unique image of a woman with never-changing appearance.