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Purpose-Driven Marketing Wars: Dishwashing Detergent Brands' Purpose-Driven Marketing Campaigns in Turkey

Purpose-Driven Marketing Wars: Dishwashing Detergent Brands' Purpose-Driven Marketing Campaigns in Turkey
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Author(s): Emrah Gülmez (Anadolu University, Turkey)
Copyright: 2022
Pages: 36
Source title: Cases on Digital Strategies and Management Issues in Modern Organizations
Source Author(s)/Editor(s): José Duarte Santos (Instituto Superior Politécnico Gaya, Portugal)
DOI: 10.4018/978-1-7998-1630-0.ch009

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Abstract

Purpose is a definitive statement about the difference that a brand is trying to make in the world. It is becoming more and more popular every day, especially because Gen Y and Gen Z are more interested in economic, political, environmental, and social problems in the world. The interest and sensitivity of these issues have also been reflected in marketing and brand communication. In this context, purpose-driven marketing is a marketing perspective and trend that aims to connect brands with their consumers through their brand purpose. The implications of all these in the field of marketing have begun to be seen in Turkey, too. In particular, brands in the dishwashing detergent market have entered a purpose-driven marketing war with each other, so to speak. Finish, Fairy, and Pril have made purpose-driven marketing campaigns in Turkey. So, in this chapter, Water of Tomorrow by Finish, Don't Waste by Fairy, and Together at the Table by Pril campaigns are examined within the scope of purpose-driven marketing as case studies.

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