In the marketing world, there’s a generally agreed playbook: find a brand ambassador who perfectly embodies your product’s essence.
For detergent brands, that’s historically meant MUMS—respectable, well-loved actresses who fit the role of the ideal homemaker. The strategy was simple and effective.
You weren’t just buying detergent; you were buying into a lifestyle, one where clean clothes equalled a clean home, and a clean home meant a mother who cared. It was marketing 101, and for decades, it worked.
Take a trip down memory lane, and you’ll see just how deeply ingrained this approach was. From OMO, to Elephant, and other brands like Sunlight who followed suit, doubling down on the “happy home” formula.
By the early 2000’s, new players like Ariel and So Klin entered the market, promising better stain removal, whiter whites, and that oh-so-familiar fresh scent. The ads were always the same. A worried mother, a stubborn stain, and a miracle wash that solved all laundry-related and existential problems.
Then, in 2017, a wildcard entered the detergent game: Viva. Manufactured by Aspira Nigeria Limited, Viva was the new kid on the block in a category where household loyalty ran deep. But instead of playing by the usual rules, they went about it differently. They had gained some traction in the North but wanted to also capture the market in the South.
In 2021, they announced their brand ambassador: Davido.. Known for his energetic and loud lifestyle,The afrobeats superstar seemed a little off. This is a man whose wardrobe probably contains more designer drip than white cotton tees. The announcement was met with mixed feelings in the marketing community. Why will Davido be endorsing a detergent brand? It was as if Nike had asked an Olympic sprinter to sell slippers. The logic seemed… off.
But was it?
Aspira’s Chief Marketing Officer, Santhosh Kumar Nair, defended the decision. According to him, Davido’s “dynamism, widespread popularity among Nigerian youth, and hardworking disposition” made him the perfect choice.
A risky move, but one that paid off. By September 2023, Viva Plus had leapfrogged industry giants to top the brand health rankings for Nigerian laundry detergents. It turned out that thinking outside the box—or in this case, the laundry basket—could yield sparkling results.
While it’d be simplistic to assign the brand’s success solely to its brand ambassadorship effort, one can’t deny the impact it had. The campaign not only increased Top of Mind Awareness (TOMA) but also drove consideration and trial among younger demographics, a segment often overlooked in detergent marketing.
And just as Viva was rewriting the detergent marketing playbook, an industry giant was making an unceremonious exit. In March 2023, Unilever Nigeria announced it was shutting down its homecare and skin-cleansing lines, effectively pulling the plug on OMO, Sunlight, and Lux. By December 2023, production and sales had ceased, ending a legacy that had spanned over a few decades. The numbers were sobering. Before the decision, Unilever’s revenue had taken a brutal 45.1% year-on-year dip, plunging from N23.92 billion in 2022 to N16.48 billion in 2023. The brand that once dominated the detergent category was now bowing out.
Textbook marketing isn’t always the answer. While tradition provides a solid foundation, the brands that truly thrive are the ones willing to push boundaries.
Viva’s play was unconventional, but it spoke to a new, younger audience that wasn’t necessarily swayed by images of perfect housewives and pristine homes. The same playbook rewrites have worked globally, too.
Think of Old Spice’s dramatic shift from a boring dad brand to a Gen Z favorite, thanks to quirky, over-the-top campaigns. Or Dove’s “Real Beauty” movement, which ditched traditional models in favor of everyday women, redefining beauty standards in the process.
At the end of the day, the Nigerian detergent shake-up is a masterclass in marketing evolution.
It’s essential to remember that the market remains dynamic, with other strong players continually innovating.
Success isn’t solely about bold moves; it’s about understanding your audience and daring to connect with them in unexpected ways.
Playing it safe can keep you in the game, but breaking the rules is how you win it.
Damilola Fowowe is a Marketing Communications expert, who specializes in Content & Storytelling. He writes from Lagos.
