The making of a Champion
MANILA, Philippines - It has been said time and again that all great achievements come from a commitment to authenticity and being grounded in the best and most genuine of intentions.
In today’s fierce battle of laundry detergents, one brand comes to mind whenever these tenets for success are mentioned. Champion laundry detergent rose to prominence by taking the path few big players dared tread. It grew around the principle that putting the needs of the consumers above anything else was the key ingredient in forging a long and lasting relationship with its target market. The company behind the fast-growing laundry detergent put a premium on understanding these needs and made this the central focus in producing a range of high-quality products. Unfazed by challenges, the most trusted detergent slowly yet surely cut through the clutter of industry competition and was warmly welcomed in countless Filipino households.
Pioneering Values
In 1977, Champion was officially launched after extensive studies on uncompromising performance and efficiency. The need to come up with a high-quality product was fused with a staunch commitment to give consumers access to a new, superior laundry detergent that would be easy on the budget.
The result was an overwhelming success even without the mainstream advertising. Champion inched its way to becoming a leading laundry detergent in the country. Filipino households immediately found an ally in Champion — a product that delivers its promise to ease and help laundry needs while taking into consideration the financial constraints that most Filipino families have to deal with.
Innovation And Affordability
Capitalizing on this formula for success, Champion continued to grow and innovate to bring greater quality and affordability. Champion variants were developed to cater to the different needs of consumers. Each variant features a unique strength to suit consumer preferences.
In spite of the changes in product range and the move to a broader market reach, Champion remained affordable. Along with its ability to fight the toughest stains, maintain the vibrant colors of clothes and give a refreshing scent, Champion is still available at a “Filipino-friendly price.”
Knockout Success
As Champion detergent moves with the changing times, it is not enough that the brand rests on its laurels. A strategic roadmap was put in place to bring Champion to where it is today and usher the brand to a more promising future.
First was establishing a strong brand identity to enable more households to identify with Champion’s attributes. Brand ambassadors were appointed like Queen of Philippine Cinema Susan Roces, who stands for the brand’s uncompromising quality and rich heritage. Award-winning host Ryan Agoncillo articulates Champion’s product features and unique composition, while TV personality-turned-congresswoman Lucy Torres-Gomez represents today’s women who look for innovation in the products they use.
As a result of Champion’s retail growth and creative communications, consumers were assured of an effective solution to their laundry needs. Champion became among the top brands in terms of awareness and consumer loyalty within the laundry detergent category, and the brand continues to look for ways to serve the needs of consumers by introducing innovations to its product range.
