Dishwashing Brand Sun Uses Washing Habits to Help Singletons Find the Perfect Match

Integrated communications agency MullenLowe UK has partnered with Unilever’s dishwashing brand, Sun, to launch a real life experiment to help one lucky singleton find love through their dishwasher stacking habits.  

Research conducted in partnership with Opinionway found that 42% of young French people (age 25 – 34), have considered leaving their partner for incorrectly stacking the dishwasher. This led Sun to trial if matching people based on their dishwashing behaviour could be the key to relationship bliss.

‘Dishwasher Compatible’ features a lead influencer embarking on his own journey to love, as well as other influencers discussing the survey results.  

The lead influencer’s journey will be going live across social and OOH, with a billboard highlighting their anonymous ‘dishwasher stacking’ profile, inviting other singles to match with their dating profile via a QR code. This will also be supported by Guerrilla-style advertising posters and a perfectly stacked dishwasher to promote the singleton in iconic locations around Paris.

The influencer will also be creating five stories to share across TikTok and Instagram to announce their participation and encourage participation.  

Alice Francoual, global machine dishwash brand director at Unilever (The mid-cycle) said, "At Sun we test on real life! We spend a lot of time listening to our consumers, and it quickly became evident that dishwasher stacking is a hot topic of debate! Whether you're a perfectionist or coolheaded, whether you like your knives stored with the point up or down, or whether you're a pro at organising your cutlery basket... there's no end to the stacking headaches!”  

“Thanks to the results of a study with OpinionWay, we now have confirmation that good understanding of dishwasher habits leads to better understanding between a couple. Through this original campaign, we're delighted to remind our French audience that Sun is an everyday ally for them, and their partner!”

Nicky Bullard, CCO, MullenLowe UK added, “A fabulous insight and execution that really stacks up. Ha!”  

Eduardo Salles, global creative director, MullenLowe UK says, “Using the stacking behaviour as a filter for someone to find the perfect date seemed like a fun and fresh insight. And having an influencer actually test that in real life made the execution original but also relatable.”  

Ross Marshall, business director of MullenLowe UK, at the origin of the campaign's creative idea, "Dishwasher stacking says a lot about our personality and our love life! So, for Sun, Unilever, a brand present in millions of households, we have conceived a creative and offbeat campaign to test this premise in real life. Through this campaign launched in the heart of Paris, the city of lovers, everyone will be able to organise a date, enjoy a good meal, and discover if they align on how to stack plates in the dishwasher, and on many other subjects!"