Say my name...

In Mauritius, Crest did not just win market share. It won the dictionary. The name Crest became the catch-all term for dishwashing liquid. People no longer asked for soap. They asked for Crest. Even when it was not ours. That is not just brand awareness. That is cultural domination. But there is a hidden danger when your name becomes the category. You risk becoming invisible at shelf. The brand is in everyone's mouth, but not always in their carts.
We set out to reclaim what was ours. Not with a loud campaign, but with a quiet, powerful one. One that acknowledged the love while subtly reminding people who truly earned it.
The big idea was to lean into the cultural truth with humility and grace. We turned a brand problem into a brand moment. A heartfelt thank you from Crest to the nation. For making us part of everyday language. And a gentle reminder that not every dishwashing liquid is Crest. Only one deserves the name.
We rolled out the message across press, out of home, and digital. But it never felt like advertising. It felt like a gesture. An elegant reclaiming of identity that respected the people who made the brand famous. Every touchpoint mirrored the tone of the message: clean, honest, confident.
Instead of selling product, we reinforced meaning. Instead of defending territory, we elevated it. And in doing so, we reminded people of the real thing without ever needing to scream.
The impact went beyond media metrics. The public saw the brand in a new light. Retailers saw a difference at shelf. And a generic term became a branded badge again.
In a world full of noise, Crest chose to whisper. And everyone listened.
This was not just a campaign. It was a cultural correction. A brand quietly taking back its name by simply saying thank you.