Figure 1: Reproduce from Trade Circle, 2018

 

An effort to approach and broaden the target consumer:

 

Sunlight is a well-known Unilever’s dish-washing liquid that considered as a top brand in Vietnam as well as 20 other countries, approached more than 2 billions consumers per year around the world. Previously, Sunlight approached Vietnamese consumer with the strategy “Việc nhà có thể đợi” (House chores can wait”) to encourage Vietnamese women to spend time for themselves and enjoy their life. This time, Sunlight came back with a new product “Sunlight for men” with a new communication strategy “Việc nhà không của riêng ai” (House chores is for everyone).

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 2: Reproduced from Brands Vietnam, 2018

 

Why have to wait when you can share the job with your man?

 

For this campaign, Sunlight targets millennial generation from 25 to 45 years old with a funny, hilarious tone of voice. All the ads are taken from the modern 21st-century scenery. This campaign is considered as a risky choice of the company since it debates with the traditional idea of “House chores are women’s duty”. This came from the insight that women in Vietnam have to accept chores is a part of being a mom or a wife, while men are afraid of the “đàn ông nội trợ” (Househusband) image. This campaign acts as a next phase that Sunlight wants to emphasize chores work is for everyone in the family, not only the woman.

 

From the insight that they conducted, Sunlight produces a dish-washing liquid line for men: Sunlight for men. The key asset for the whole campaign is the bottle featuring a dumbbell, which emphasizes dish-washing is hard work which consumes lots of energy. It is said dish-washing can be equal to 1200kcal per week or 20 rounds of running around the football court. This attempt helps deliver the message: “việc nhà không của riêng ai” (House chores is for everyone). 

 

Key elements that make it successful:

 

This campaign has taken good advantage of media channels, social media and especially Key Opinion Leaders (KOLs). There are 3 main tools used in this campaign: Disruptive Clip, Social Media and PR. Therein, two phases are listed: 

1. Bombarding the existence of Sunlight For Men with clear, short message (single-minded).

2. Calling to action with the message “Việc nhà không của riêng ai” respectively. They used popular couples and family guys that have a great impact on the target consumer such as Trang Lou - Tùng Sơn, Thủy Tiên - Công Vinh, Bùi Tiến Dũng, etc. 

 

 

 

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Figure 3: Reproduced  from Brands Vietnam, 2018

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Is this product really fight for a cause?

 

For this time, Sunlight is said to use a smart application of 2 creative modules which bring the success to many legendary campaigns around the world: create a product and then use it to solve the social issue (Fight for a cause). But is it really true? Is this really solving the issue or making the boundary between men and women widen? 

 

According to Trâm Lê (2019), the success of this campaign lies on having received great interactions with 47.000 earned buzz and nearly 6.000 discussions. However, there is no evidence or research shown whether the majority of the respondents come from the target consumer or not. Have they successful target the male target audience and is there any change in the mindset of the man as they want to or just a trend on social media for the female target consumer?

 

Side effect from the dumbbell:

 

Sunlight has created a new product line which lists as a product for men with the dumbbell shaped bottle. Looking at this campaign in another aspect, although it is an idea made from a good purpose communication strategy, which refers to the calories burned and nice body for the one who does the dish-washing. However, for a men product with that attempt, a question popped up in my mind as soon as I see the bottle: Is the campaign somehow stereotype man with being muscularity? 

 

Nowadays, not only women suffering from eating disorders and striving to be thin, but there is also a significant rise in men who are suffering about their appearances (Keen 2010). According to Sexton (2019), Dissatisfaction with appearance is common among men, which they feel pressure to be muscular and fit. They have to stand the effects of threatened masculinity on men’s attitudes toward muscularity. In this campaign, “dumbbell” is an image to emphasise about man, muscularity. Somehow, unintentionally, this campaign creates pressure for men about their masculinity. Nevertheless, is their intention is wanting the man to help their mom and wife with the dishes because they really want to support their family, or just because of the muscularity? There are also comments that shown people think that this product even makes the boundary between men and women wider.

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Figure 4: Adapted from Facebook, 2018

 

According to Peterson (2007), masculinity exists as both a positive, in as much as they offer some means of identity significations for males, as well as a negative, in as much as they are not the ‘Other’ (Feminine). Hence, For companies like Sunlight, which their main target consumers are women, they might be more careful when making a product line for men.

 

Overall, Sunlight: ‘Sunlight for men’ can be considered as a successful campaign since it has attracted lots of attention on social media and possibly increase sales and bring profit for the company. However, to an aspect, this campaign has only successful target half of their target consumer, trigger the woman’s mindset about wanting a man who helps them with the housework. Notably, although having a good communication strategy, the key asset of the campaign - dumbbell-shaped bottle likely to create pressure on men of being muscularity to some extent. Therefore, from my point of view, it is a disagreement if saying Sunlight: Sunlight for men is a product that solves a social issue.

 

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Reference list:

 

CAM - Communications and Marketing Club 2018, SUNLIGHT VÀ INSIGHT SAU MỘT NĂM ĐÃ KHÁC?, Facebook, 8 December, viewed 8th July 2019, <https://www.facebook.com/camclubvn/posts/935776923288664/>.

 

Hoàng Trâm 2018, “Nước rửa chén Sunlight – Communication Campaign Case Study”, image, Trade Circle, viewed 8th July 2019, <http://tradecircle.vn/nuoc-rua-chen-sunlight-communication-campaign-case-study/>.

 

Keen 2010, “Men suffer body image problems of their own with drive for muscularity (w/ Video)”, MedicalXpress, viewed 8th July 2019, <https://medicalxpress.com/news/2010-02-men-body-image-problems-muscularity.html>.

 

Peterson C 2007, “Body Image in Men: Drive for Muscularity and Social Influences, Body Image Evaluation and Investment, and Psychological Well-Being”, University of Saskatchewan, Saskatoon , viewed 8th July 2019, <https://www.semanticscholar.org/paper/Body-image-in-men-%3A-drive-for-muscularity-and-body-Peterson/8969a711bbd85ea350d05db2fac58201c34faa30>.

 

Sexton J 2019, “The Man They Wanted Me to Be : Toxic Masculinity and a Crisis of Our Own Making”, viewed 8th July 2019, <https://primo-direct-apac.hosted.exlibrisgroup.com/primo-explore/fulldisplay?docid=RMIT_ALMA51207406020001341&context=L&vid=RMITU&lang=en_US&search_scope=Books_articles_and_more&adaptor=Local%20Search%20Engine&tab=default_tab&query=any,contains,toxic%20masculinity&mode=Basic>.

 

Trâm Lê 2018, “Sunlight: Sunlight For Men”, Brands Vietnam, viewed 8th July 2019, <https://www.brandsvietnam.com/campaign/295-Sunlight-Sunlight-For-Men>.

 

Trâm Lê 2018, “Sunlight: Sunlight For Men”, image, Brands Vietnam, viewed 8th July 2019, <https://www.brandsvietnam.com/campaign/295-Sunlight-Sunlight-For-Men>.