Coral is a Unilever washing detergent brand: a global name in one of the most cluttered, skeptical categories in retail.

The situation. Breaking through in Switzerland and the wider DACH market took more than brand awareness. It took local relevance.

What I did. As Coral’s local PR partner in Switzerland, I led product launches and re-launches, drove website content, and built the localized marketing that made a global brand feel native to Swiss, German and Austrian consumers. We approached media differently: sales promotions, product placements, media events and street style content made for the DACH market, so the press took part in the story and wrote about it.

The result. $100K+ in media coverage ROI, and press secured in a notoriously difficult product category.

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