Daz showed how a cheeky comms platform could reboot a heritage brand — shaping both creative and media with digital-first, real-time engagement.
Key Results
Comms Platform Approved
A new year-round, non-TV focused model signed off by P&G.
Media → Creative Influence
Media insights/strategy directly shaped creative development — rare for P&G at the time.
Cultural Firsts
Pioneered reactive, real-time social strategy for a UK P&G brand.
Daz was a heritage brand at risk of being forgotten — squeezed by cheaper competitors and limited to a few months of TV support a year. My task was to find a way to make it matter again without new product news or extra budget.
Through deep research into the brand’s history and consumer behavior, I built a comms platform — the Cheeky Confident Challenger — that reframed Daz as a cultural commentator rather than just a laundry detergent. This platform inspired both creative and media strategy: from humorous, snackable formats like Timeless Laundry Truths to big, shareable spoofs tied to British pop culture, supported by a digital-first, always-on media plan optimized through programmatic.
Approved by the brand team and creative agency, the strategy became a blueprint for how media-led insights could shape creative development — pioneering a model later reapplied across P&G’s fabric care portfolio.
So What?
Daz mattered because it proved that with the right insight and positioning, even a neglected, low-budget brand could feel big, popular, and culturally relevant again. It pioneered practices that were forward-thinking for the time — cross-agency collaboration, reactive social, and programmatic optimization — while also breaking new ground internally. For once, the strategic voice from media carried enough weight to shape creative development, a rare reversal in P&G’s process-driven world. This underlined my role not just as a planner, but as someone with the gravitas to challenge process, align stakeholders, and reframe how brand strategy was built.