Wash of empowerment / Finish shows that it understands local culture by tackling a long-standing tradition in a way that feels respectful and relatable.
Instead of coming off as pushy or preachy, the brand used a real wedding to connect with people on an emotional level. By having the mother-in-law gift the dishwasher, Finish isn’t saying the old ways are wrong, but rather showing how life can be made easier, exectuing a campaign about convenience and empowerment rather than pushing people to reject their traditions.
For foreign brands like Finish, stepping into a new cultural space means treading carefully, especially when challenging long-standing traditions. Brands must respect the local context rather than just imposing their own values or ideas; if they push too hard or seem dismissive of local customs, they risk alienating their audience.
The results of this campaign speak for themselves and show that Finish hit the right tone. People connected with the message because it didn’t make them feel judged, but instead opened up a conversation about change in a way that felt natural and positive.
A clean break / Instead of focusing solely on practical product benefits, Finish addresses traditional relationships that, according to the case study, brands have previously avoided discussing due to their controversial nature. By tackling this topic, Finish differentiates itself from competitors and commits to making a change around an issue that hasn't been openly addressed by any brand before.
In 2021, we spoke with Procter & Gamble veteran Pete Carter about building FMCG brands. During our conversation, he said, ‘I learned very early on that you don’t have to be better, you just have to be different. [...] It comes down to being different in some way so that you can usurp the competition and drive a better place in the consumer’s mind for your brand.’
By standing out from other brands, Finish makes a memorable, positive statement that resonates with consumers. Moreover, by encouraging mothers-in-law to support their daughters-in-law in using dishwashers, Finish opens the door to selling its product to an audience that may not have considered it before.
