By Niyi Adekanye

So Klin, the Asian detergent brand which has gained some market presence in the country has launched a new TV ad campaign to further push its brand. The new TVC launched about two weeks ago is on national TV channels –Channels TV and the NTA network, among others.

So Klin a low price detergent brand,over the past six years, has gained a significant market share in the Nigerian market.

And over the past two years it has launched aggressive market campaigns to further grow its market share. Its new TVC takes the same direction as most other detergent ads- affirmation of the efficacy of the brand product— it cleans better than others.

After from its TV ad campaigns, So Klin has also embarked on a Corporate Social Responsibility, CSR campaign through which it provides financial and material assistance to low income groups especially women. It has a radio programme which provides publicity for its CSR programme. General manager,Sales, Olivier Terente is at the head of So Klin’s marketing team.

There is no doubt that So Klin is in a tough Nigerian detergent market where leading competitors include global household consumer goods giants-- P&G, PZCussons and Unilever.According to Terente,So Klin is competing quite well with brand products from these big multinationals. Brands So Klin has to contend with include Ariel, Bonux (P&G), Omo, Sunlight (Unilever), Elephant ,Canoe,(Unilever.) There are other rivals such as new entrant, Waw,Zip and Jet.