UNILEVER RINSO: DRIVING SALES AND DEEPENING EMOTIONAL CONNECTIONS

Bringing Rinso’s “Dirt is Good” philosophy to life

A Unilever Rinso campaign poster in an underground station

Our Sectors

Consumer Goods

Client

Unilever Rinso

Solutions

Acquisition Programs

Location

Indonesia

Overview

Unilever’s Rinso, Indonesia’s leading laundry detergent brand, required an innovative campaign to allow them to retain brand love and relevance in a competitive market. Rinso is deeply associated with the global philosophy that “Dirt is Good” – the belief that children develop best when they are free to explore, play, and get messy – and Unilever required an inventive strategy that supported and enhanced this perception. Together with TLC, they created the Rinso “Let’s Play” campaign, which offered Free Kids’ Admission vouchers with relevant purchases to create meaningful connections with customers.

The Challenge

For Unilever Indonesia, brand equity is the most valuable asset. While Rinso has long been a trusted household name, maintaining brand love and relevance in a competitive FMCG landscape requires constant innovation.

They had three clear objectives: reinforce the “Dirt is Good” purpose to solidify brand love, encourage purchase without the need to discount, and connect with families – specifically the primary household grocery shoppers – by offering meaningful value beyond the product itself.

Why TLC

It was clear that TLC could create a campaign that perfectly aligned with Rinso’s brand philosophy. Unilever were drawn to our strong track record in running value-added promotions that avoid discounts as well as our proven expertise in managing large-scale consumer promotions that provide seamless customer experiences.

The TLC Approach

The “Let’s Play” campaign was developed to drive powerful results through a rewards-driven strategy. With every purchase of Rinso Anti Noda 900G or Rinso Molto 900G, customers received a Free Kids’ Admission voucher valid at over 150 premium attractions nationwide. The reward, valued between Rp30,000 and Rp150,000, offered significant perceived value. Redemption was simple customers uploaded their receipt online to receive the voucher instantly.

Promoted on 15.5 million Rinso packs and supported by in-store and digital marketing, the campaign drove sales uplift and deepened emotional connections without price discounts. Our extensive rewards experience ensured high visibility and promotional opportunities for the “Let’s Play” campaign, while our access to a robust network of over 150 family-friendly attractions across Indonesia ensured high-value rewards. Crucially, TLC also aligned with Unilever Rinso’s brand purpose – providing rewards that encourage family bonding and child development through play.

A desktop image of the Ayo Main website booking form

The Results

TLC’s experience-led rewards approach proved highly effective in the FMCG space, reinforcing brand purpose while delivering tangible business results. The “Let’s Play” campaign strengthened brand perception by aligning perfectly with the “Dirt is Good” proposition, driving both emotional connection and transactional success.

Additionally, a 15% increase in sales demonstrated the effectiveness of experience-led rewards in driving FMCG growth – even in a competitive market. The appeal of the rewards experience was solidified by 30% of customers who redeemed a reward returning to redeem again.

15%

Sales uplift

during the campaign

+30%

REPEAT PURCHASE

and subscription rate

15.5m

Promotional

packs distributed

Hear directly from the client

“Rinso Ayo Main was a one-of-a-kind thematic promo made possible thanks to the partnership we had with TLC Marketing.”

Brand Manager