Taking a bold initiative in bringing the right range of products to Pakistan at the right time, Colgate-Palmolive launched Protex in December 2020. With a portfolio of soaps, hand wash liquid and hand sanitizer, Protex promoted the need for frequent handwashing at a time when many believed the threat of Covid-19 had reduced.
Through an appealing choreography in its television commercial, supported by a jingle, Protex quickly won the hearts and minds of consumers. The simple message, “Wash karo, Protex karo”, where ‘protect’ was cleverly replaced with the brand name, resonated well with consumers.
Although a new entrant in the market, Protex is seeing a fast pick up of its range of products in spite of strong and more established competition.