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‘We Speak Laundry’ Earns a Reggie for Henkel, The Mars Agency

13 Apr 2022

A campaign created by Henkel and The Mars Agency to engage consumers with the company’s laundry care brands at Walmart has been named a winner in the Association of National Advertisers’ 39th Annual REGGIE Awards competition.

Recognized in the Rebranding, Repositioning or Reintroducing Brand Marketing category, “We Speak Laundry” created a distinct voice in the category for Henkel and Walmart through a first-to-market, solution-based campaign showcasing the entire Henkel Laundry portfolio on The program positioned Henkel as a category leader by offering shoppers a curated regimen of laundry care that addressed all of their unique needs. Custom messaging and targeted audience engagement drove both sales and brand awareness, invigorating Henkel’s brands and Walmart’s category share.

“We’re delighted and proud to receive this REGGIE Award from the ANA,” says Cassie Ross, Henkel’s Senior Customer Marketing Manager-Walmart, Inc. “The ‘We Speak Laundry’ campaign has already helped us connect with Walmart and its shoppers in more meaningful ways, and to receive this recognition from our industry peers now is even great validation of the work.”

Since 1983, the REGGIE Awards have recognized the best marketing campaigns activated by brands and agencies across all disciplines and channels. The name, REGGIE, was originally chosen because it symbolizes the need for effective marketing to “make the cash register ring” by driving consumer purchase. More than 300 high-level industry executives are recruited each year to serve as judges.

The awards were presented during the REGGIE Awards Gala on April 12, 2022, in Carlsbad, Calif., when the We Speak Laundry campaign was further recognized as a Bronze winner. The ceremony was part of the 2022 ANA Brand Masters Conference.

About Henkel in North America
In North America, Henkel operates across its three business units: Adhesive Technologies, Beauty Care, and Laundry & Home Care. Its portfolio of well-known consumer and industrial brands includes Schwarzkopf® hair care, Dial® soaps, Persil®, Purex®, and all® laundry detergents, Snuggle® fabric softeners as well as Loctite®, Technomelt® and Bonderite® adhesives. With sales close to 6 billion U.S. dollars (5 billion euros) in 2021, North America accounts for 25 percent of the company’s global sales. Henkel employs over 8,000 people across the U.S., Canada and Puerto Rico. For more information, please visit, or @Henkel_NA on Twitter.

About The Mars Agency
The Mars Agency is an award-winning, independently owned global commerce marketing practice with a growth-for-clients focus. With talent spanning the Americas, Europe, and Asia, they create breakthrough, connected-commerce solutions by balancing the smartest humanity with the latest technology. Their latest MarTech platform, Marilyn®, is the first and only end-to-end commerce marketing advisor.

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