The big reveal for Big Size

Bringing a new product to the market can be simple enough. But what if you want to promote a product that has already been on the market for a long time? A product that’s already sitting quietly in your customer’s kitchen cabinet, waiting to be properly introduced?

Pril’s 3.75-liter big-size dishwashing range included such products. Already popular with Pril’s big-family audience as economic, time-saving products, the big-size range was not promoted on Pril’s Instagram page before. It was time to develop a neat scheme to bring these humble heroes to the spotlight.

Everybody knows…

The challenge of talking about Pril’s big-size products was that the audience already knew them, and many Pril customers already used or had them at home. At the same time, these products were never talked about on Pril’s Instagram page. Netbina’s Creative Team used this shared knowledge to get a bit playful.

“The teasing stage of the campaign would be different because there was no big reveal after. As the audience was already familiar with the big-size range, we decided to play on the familiarity of the product,” explains Mehdi, Creative Executive at Netbina, who was on the campaign team, “We started the campaign with a product POV picture and a question: What’s that product that’s always humbly sitting in your cabinet, but does a lot to make life simpler?”

Shining in the dark

The reveal came with a video depicting a familiar big-size use context: Taking big-size products out of their hiding spot in the cabinet and pouring them into a smaller container. It wasn’t a reveal in the real sense of the word but more like a revival of a shared memory.

Following the teasing and reveal stages, the campaign team planned and produced content discussing the product features that may be underemphasized or not considered. The posts showed how the product was more environmental-friendly, for instance, creating much less plastic waste in the long run, and how it was more cost and time-efficient to go big-size.

Pril’s Big Size campaign was an unusual but most welcome marketing journey for Netbina. We like to believe it was a pleasant experience for the big-size range themselves, too. Although still sitting deep in the dark cabinets because of their dimensions, we think the big-size products can now feel happy and proud, having finally received their much-deserved credit.