Comfort & Jif / Saudi ArabiaExperiential · Social · Design & Packaging
Rise Up From the Sands.
Unilever paired Comfort and Jif for Saudi National Day with limited-edition packs, mall activations, influencer content and a Guinness World Record attempt.
- Brand
- Comfort & Jif
- Agency
- LePure
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Comfort held a small share of the concentrated fabric-enhancer segment, and Jif needed more dishwash sales against strong competitors.
The idea
The joint National Day push leaned on cultural pride: storytelling and influencer collaborations on TikTok and Meta, limited-edition packaging, activations in malls and a Guinness World Record attempt. LePure is the entrant agency on the Smarties KSA entry.
Results
- Jif sales rose 10% and it became the top-selling SKU in its category, according to the WARC case summary
- Comfort's market share grew 14%, according to the case summary
- More than 20 million views at a 15.5% engagement rate, according to the case summary
Case study source: MMA Smarties (WARC) Source ↗
Awards
- MMA Smarties KSA 2025KSA - Instant Impact / PromotionBronze
- MMA Smarties MENA 2025 Bronze
Credits
- Project Manager, Lepure
- Jad Kaifa
- Senior Project Manager, Lepure
- Ahmed Shala
- Managing director, Lepure
- Ali Baharoon
- Home & Hygiene Assistant Brand Manager, Unilever
- Ghadi Kashgari
- Fabric Enhancers Assistant Brand Manager, Unilever
- Reema Aljomaih
- Fabric Enhancers Marketing Manager, Unilever
- Insia Ali
- Home & Hygiene Marketing Manager, Unilever
- Ilim Ozgule
- Media assistant manager, Unilever
- Firas Salman
