Sunlight: Men Can Too

Soumya Ranjan Panda, Nguyen Bao Tran

Source: WARC Media Awards, Entrant, Effective Channel Integration,
2019
Downloaded from WARC

Sunlight, Vietnam's leading washing-up liquid, launched a campaign centred around gender equality
that increased sales and positioned washing dishes as a 'manly man's' chore.

Despite the fact that more than 70% of women in Vietnam work outside the home, performing
household chores, namely washing dishes, remains the responsibility of the female members of
the family.
To challenge this ingrained social perception, Sunlight launched an initiative using short videos
featuring a man 'revealing his manliness' by doing the dishes, amplified across video networks,
news portals and music platforms.
The campaign sparked a national debate, supported by major celebrities and KOLs including
vloggers and influencers, reaching more than six million Vietnamese men.
Following the campaign's launch, the company saw an uplift in sales of more than 300% recorded
on e-commerce platform Shopee, and overall brand awareness increased by 17 points.

Campaign details
Brand: Sunlight
Brand owner: Unilever
Agencies: Mindshare Vietnam, Happiness Saigon
Country: Vietnam
Industries: Cleaners & detergents
Media channels: Online video, Packaging & design, Sales promotion, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary
Vietnamese culture is still rooted in traditional gender stereotypes.

Despite the fact that more than 70% of women work outside the home, performing household chores remains
the responsibility of the female members of the family. Handling both roles doubles the pressure on them.

Sunlight believes in unleashing the untapped power of women in society, thereby achieving greater gender
equality. To change the perception that washing dishes is a woman's job, Sunlight launched an initiative to
challenge that misconception.

The campaign started by asking the question, 'What if a man washes the dishes? Is it a feminine task?' With
the support of popular celebrities, it became a national movement. The myth was busted with product packaging
– a dumbbell-shaped bottle to inspire Vietnamese men to feel confident in their masculinity. Sunlight also
featured a series of fact-filled content explaining how washing dishes is indeed a manly task. The brand also
encouraged men to participate in a challenge – to do the washing-up with their loved ones, and to share the
experience on social media.

Breaking gender stereotypes helped in Sunlight's equity: the company saw an uplift in sales of more than 300%
recorded on e-commerce platform Shopee, and brand conviction increased by 17 points.

Market background and context

Sunlight is the leading dish washing liquid in Vietnam. However, it is considered a brand for mothers and has
low engagement with millennials who account for 30% of the population and are a driving force of consumption.

Despite the fact that more than 70% of women work outside the home, performing household chores remains
the responsibility of the female members of the family. Shockingly, 77% of men still believe that washing-up is a
feminine task.

Sunlight started a movement to challenge this misconception.

Communications objectives
1. Build brand proposition as a progressive brand and bring Sunlight's purpose to life: 'Empower women via
greater gender equality.'
2. Change Vietnamese men's perception that doing the dishes is a feminine task by introducing the message
that it is not only a 'cool' chore every man can do; in fact, a man is most manly when he is washing dishes.
3. Drive sales during the year-end festive season in Vietnam.

Insights and strategy

Despite the fact that more than 70% of women work outside the home, performing household chores remains
the responsibility of the female members of the family. Handling both roles doubles the pressure on them.

Even after spending 19.7 hours per week at work, women spend another 38.7 hours per week on unpaid
household work, compared with 26.2 hours spent by men.

Source: Vietnam News

Despite facing huge pressure to handle both roles, Vietnamese women do not tend to ask men to do any
household chores. Among the reasons are:

As a social norm, Vietnamese women are expected to fulfil both roles, and women who cannot are
considered less capable.
Men are not encouraged to share in the household chores, especially as many Vietnamese mothers
discourage their sons from doing them. Rather, they prefer to pass this role on to the women in the house.

To change this deep-rooted cultural perception, Sunlight triggered the conversation with men by stressing the
point that washing-up is not only a 'cool' chore that every man can do; in fact, a man is most manly when he is
washing the dishes.

Implementation and optimisation

First, Sunlight kick-started the campaign with a nationwide debate by asking the question, 'What if a man
washes the dishes? Is it a feminine task?'

This debate was supported by celebrities and KOLs such as vlogger Huyme, singer Justa Tee and blogger Tran
Dang Khoa, soon sparking a nationwide debate.

Short videos featuring a manly man revealing his manliness by doing the dishes were amplified across video
networks, news portals and music platforms.
The myth was busted with Sunlight's packaging – a dumbbell-shaped bottle to inspire Vietnamese men to feel
confident in their masculinity.

Sunlight also featured a series of fact-filled content about how dishwashing is beneficial to men. For example:

One week of doing the dishes is equivalent to running around a football pitch 20 times.
It can burn up to 1,200 calories.
Doing the dishes is a way of showing your girlfriend or wife true affection.

Men were also encouraged to participate in a challenge – to do the dishes with their loved ones and share the
experience on social media.

Sunlight also partnered with Shopee to design a promotion offering limited-edition Sunlight Men's washing-up
liquid as a symbol of 'cool' dishwashing.

Measurement approach and results

More than six million Vietnamese men were reached.
90% of consumers had positive feedback on social media.
Brand conviction score moved up 17 points.
Sunlight witnessed a 300% sales uplift on e-commerce platform Shopee.
More than anything else, manliness had new meaning – 'caring for the woman you love.'

And, the campaign 'Men Too Can' brought alive Sunlight's brand purpose: 'Empower women via greater gender
equality.'

Lessons learned
Sunlight won over consumers' hearts by truly understanding cultural insights and by daring to start a movement
to change a deep-rooted cultural belief. While some other brands in the market also had similar communication,
without a powerful strategy the execution would not have made a strong impact on consumers.

Client's view
Although executed in a short timeframe, this campaign brought to life Sunlight's brand purpose – 'Empower
women via greater gender equality' – by truly understanding Vietnamese cultural insight. At the same time, it
helped change Vietnamese men's perception of household chores, encouraging them to be manlier by sharing
and caring for the women they love.

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