In India liquid dish wash detergents are considered by many consumers to be ineffective and there is a common perception that they are “money down the drain”. Unilever brand Vim approached Guinness World Records to create a record-breaking marketing campaign that would demonstrate the effectiveness of their liquid and change consumer attitudes towards their product.
Guinness World Records focused on creating a record-breaking challenge which would truly put Unilever’s Vim to the test with an attempt to smash the existing record for the Longest line of washed plates was initiated.
To stage the record attempt, Unilever aligned the event with its CSR programme and cooked cooked 17,000 charitable meals for local people. The plates were then washed using just one bottle of Vim liquid and the attempt was the basis of a successful TV campaign to demonstrate the power of Vim washing liquid which was supported by on-pack promotion.