This is not the best of times for loveable Nollywood actress, Chioma Chukwuka, as she was stripped of her ambassadorial role for Harpic, a Nigerian washing brand.
After about three years of meritorious service for the brand, the scandal-free actress was replaced by a lady of the moment, Hellen Paul, better known as Tatafo.
Poised to ensure that the brand maintains its leadership position in the hygiene and home care segment, Harpic is reinforcing its triple-powered impact with a new campaign tagged: “Harpic All in One.”
To this end, a new television commercial has also been created to flag-off the new campaign.
This is expected to give the much needed impetus to the brand and campaign as its new Harpic All-In-One challenges our traditional cleaning methods, the company said.
Therefore, the choice of Hellen Paul is to drive this ambition.
She would be actively involved in this new campaign.
Paul has dazzled Nigeria’s entertainment world in the last decade with her “baby-soprano” voice.
Speaking at a media conference in Ikeja, Lagos State where the new television commercial and The brand Ambassador were unveiled, Reckitt Benckiser’s Marketing Director for West Africa, Oguzhan Silivrili, revealed that the main goal of the new campaign was to enlighten consumers on the superiority of Harpic over traditional toilet cleaning techniques.
In the words of Silivrili: “We know that consumers want products that can remove tough stains, kill germs and freshen their toilets.
“This is why you see some people buying detergent, bleach and toilet fresheners for their toilet.
“This campaign is good news to such consumers.
“They will now realize they can conserve their cash for other things since they do not need to buy three different products for their toilets.
“Now, they can get all they need in one product – Harpic.”
Speaking further, Silivrili restated the rationale behind the choice of Paul as Brand Ambassador.
His words: “We place strong premium on the importance of educating and informing our consumers so we had to dig deep and based on consumer preferences through research to identify a special celebrity whose character is congruent with our brand.
“We all will agree that Helen Paul will create great impact in the minds of all our consumers with her double personality profiles that made her the ideal candidate to reach out to different facets of our consumers in this campaign and beyond.
“In the next few days, Nigerian consumers would be interacting intimately with Harpic as Helen embarks on the Harpic All-in-One Challenge where she would be putting our traditional toilet cleaning methods to the test to prove Harpic’s efficacy to our consumers through Mystery Home visits as well as other door-to-door activities.”
In her response, Paul expressed her joy for the honour of being engaged as the Harpic Brand Ambassador.
She said: “To have been chosen as the face of Harpic amongst the galaxy of stars in Nigeria is humbling and encouraging.”
She said that she is poised to bring joy to consumers and drive home all the important messages the brand wants to convey in this campaign.
Reinstating Harpic’s commitment, the Marketing Manager of Harpic, RB West Africa, Bamigbaiye-Elatuyi Omotola, said in the last few years, Harpic has been in the forefront of educating Nigerians on issues of toilet cleanliness and hygiene.
Nigerian consumers can readily recall the Harpic Experience Moments where sets of activities are lined up to reach one million homes yearly across 16 cities within the country, educating consumers about how to keep a clean and hygienic toilet.
Omotola further stated that Harpic is not relenting on the journey of breakout innovations in toilet cleaning as evident with the recent innovation of Harpic All-in-One toilet solution.
