Breeze Expects to Double Consumer Reach by 2008

The launch of Dirt is Good campaign is the beginning of this journey, with two objectives: Firstly, to tell mothers that playing is a great way to learn.   Secondly, to tell mothers not worry about the dirt, Breeze will take care of it.

Apart from the business perspective, there is a social responsibility to the Breeze’s brand philosophy. In addition to getting the brand growing through this philosophy, Unilever will invest 5% of its total investment directly into various programmes to encourage learning through play among children.

Over the years, consumer needs have changed in many aspects, and one of them has been new fabric requirements. As a result, Breeze is investing in a series of new innovations and product development to meet the different needs for the modern consumer. For example, there is an increasing use of synthetic materials for sports jerseys and there is more use of colour in the Baju Kurung  and Kebaya. 

Celebrating its 50^th anniversary next year, Breeze was also the first brand to launch the colour variant in late 1993 and has remained as the number one detergent powder and colour variant in Malaysia. The trusted brand of consumer goods giant Unilever has over many years been on a leading edge in terms of product innovation, especially in cleaning and stain removal, including colour fabric care.

Speaking at the launch of the Breeze Skill Ball Challenge  in Kuala Lumpurtoday, Sze Tian Poh, Chairman and Managing Director of Unilever (Malaysia) Holdings Sdn Bhd said, “We are committed to growing and sustaining this brand, as it has been one of the strongholds in the portfolio of Unilever. 

"The DiG philosophy and ‘Splat’ icon were launched in 2005 in Europe, Brazil, Turkey, Asia, and will be rolled out across the globe. DiG is one of the biggest brand ideas Unilever is proud of and has committed to in years to come. It has proven to bring the brand closer to consumers, bond with them in a relevant way, and add substantial growth to the brand and above all building a new learning process Dirt is Good in the community we operate,” he added.

The Breeze Skill Ball Challenge  was launched in tandem with the world’s most viewed sport, the FIFA World Cup 2006, and in conjunction with the DiG campaign. Aimed at encouraging play among children and as part of a child’s learning process, the event is part of a nationwide promotion featuring the Breeze Limited Edition Ball signed by one of Brazil’s finest football talents and FIFA World Player of the Year, Ronaldinho.

“As the ambassador for the United Nations World Food Programme for children around the world, Ronaldinho plays an important part in helping kids to develop. As such, he is the ideal role model for this good cause, and its link to Breeze’s brand philosophy is because both Breeze and Ronaldinho believes in the value of play,” Sze said.