Colgate Thailand to promote reformulated Fab

Published on .

BANGKOK -- Once-dominant Fab has been in Thailand so long that in some parts of the country it is the generic word for powdered detergents. But the Colgate-Palmolive brand has trailed Lever Brothers' Breeze for several years. Now C-P says it hopes to push Fab back on top with advertising and promotional campaigns this year.

"In the past five years, the annual advertising budget has not grown, but for the first time we will invest 50% more in the advertising area this year," says Fried Le Poole, marketing manager for C-P detergents.

The company aims to increase brand awareness by re-launching Fab detergent and Puff fabric softener with new formulas, packaging and fragrances.

According to market research, Thailand's economic slowdown has prompted 65% of consumers to change their behavior, using only one type of detergent - as opposed to one for white and one for colored fabrics.

Consequently, Colgate-Palmolive will promote Fab as a "one type fits all fabrics" detergent. Mr. Le Poole says Fab's market share is currently about half that of Breeze but he declined to give an exact figure. Prakit & FCB Public Co handle Fab.

Copyright January 1998, Crain Communications Inc.

In this article:
Most Popular