Finish, a the market leader in automatic dishwasher detergents, dominated with a 58% share but needed aggressive growth beyond what the category could deliver.
The Challenge
Dishwasher penetration in SA was just 5.4%, growing at a slow 0.5% per year. Sales of dishwasher detergent were directly tied to appliance ownership, meaning Finish’s growth goals exceeded what the category could naturally provide.
Traditional competitive tactics had plateaued – a bold new approach was needed.
Insight & Solution
To sell more detergent, we first had to sell more dishwashers.
Finish partnered with Bosch and Kelvinator in a game-changing co-marketing strategy:
- Subsidizing appliance discounts (up to 40%) to accelerate dishwasher adoption.
- TV advertising + in-store promotions positioned dishwashers as a time-saving necessity, not a luxury.
- Free Finish samples with every purchase ensured immediate product loyalty.
- Unbranded “Dishwashing Expert” website addressed consumer myths and objections.
Results
- 23% surge in dishwasher sales (previous growth 13%)
- 25% revenue increase (exceeding goal of 20%)
- 625 basis points jump in market share (125 above target)
- Manufacturer results skyrocketed:
- Bosch sales +107% (Q3), +45% (Q1)
- Kelvinator sales =740% (Q4), +67% (Q2)
By challenging category constraints and creating demand where none existed, Finish didn’t just win market share – it grew the entire industry.