One in a Million

Morning Fresh, Nigeria’s No. 1 dishwashing liquid, recently shifted from pushing heavily on functionality in their communication and adopted a more emotional approach by positioning itself as a brand that acknowledges the efforts women put into caring for the home and letting them know that their efforts of care have not gone unnoticed. “You are one in a million” was the central message from the brand as it designed and launched a limited edition product – the strawberry blossom variant on international women’s day, with campaign activities planned for the whole month of March 2024. The launch campaign had 2 legs -an internal launch and a digital launch. The internal campaign began with teasers and a launch event that preceded the unveiling of the Limited-Edition Pack. The key visuals for the campaign had the celebratory message of “Morning Fresh celebrates you this season”, and further used a qualifier for this as “for every drop of care you give”. These key visuals contained feminine elements that formed the basis for the creatives for the entire campaign, featuring cues like purple and lavender, the apple blossom flowers (being the fragrance of the product) and the limited-edition product. The digital campaign consisted of promotional videos from prominent women influencers – Kie Kie, DiaryOfAKitchenLover, Tomike and Chioma Chukuwka. For each of their social media posts, they asked their followers to nominate women who deserved to be celebrated and shown care. Morning Fresh sent pamper boxes with goodies to women all across Nigeria, delighting them and winning love for its limited edition bottle.