THE Covid-19 pandemic has had tremendous impact on consumers and brands.
For Southern Lion Sdn Bhd managing director Kazuo Mabuchi, steering the TOP detergent brand – the No.1 detergent brand* in the country – through the pandemic has been both challenging and fruitful.
“When Malaysia went into lockdown, TOP adapted to the new normal with agility – creatively amplifying its digital presence and e-commerce platforms for an impressive turnaround in the shortest time.
“Even during the uncertainty of the pandemic, innovation and creativity remain a priority for TOP.
“Our innovation is fuelled by consumer expectations and perception, coloured by industry trends.
“Through innovation we serve consumers better, and through creativity we delight them.
“We have gained their trust and confidence over the years and have been recognised by the industry and consumers through multiple awards.
“Caring for the community and being an active participant in communal issues deepens our engagement with consumers.
“TOP is here to serve consumers, and to make their lives better, ” he said.
TOP’s focus on detergent technology innovations that enhance well-being through continuous improvement in quality of living has changed the way Malaysians view, select and purchase detergent.
From its anti-malodour, anti-mite dust and anti-sebum properties, to its famed Micro-Clean Tech formulation that removes both visible and invisible stains, TOP created new functional technologies that redefined detergent for a more educated, knowledgeable and scientifically-inclined consumer-base who want measurable results.
TOP owns this space and many other innovations that preserve its brand promise to create hygienically clean living solutions for consumers, with the commitment to continue research and development to shape market trends, and to surprise and delight consumers through innovations that serve them better.
Adding to its detergent technology innovation, TOP is pioneering the TOP Advanced Micro-Clean Tech with Lion Japan’s Anti-Microbial Tech which deploys next generation detergent technology that effectively removes 99.9% of harmful viruses (SARS-CoV-2 that causes Covid-19, and Influenza A virus) and bacteria*.
This specially curated multi-tech formulation works immediately upon contact by locking the viruses and bacteria, then removing them from clothes with one powerful wash. This advancement is timely given the increase in consumer concerns on viruses and infection during the pandemic.
TOP has always engaged with consumers to activate numerous campaigns that showed the brand’s commitment, passion and creativity in putting consumers first.
Among the many campaigns that have touched consumers’ hearts, the “Be In TOP” form challenge saw the brand sponsor the Spartan Race Malaysia – proving that its products could take on the toughest stains, including sweat and mud.
The second round of the campaign had professional trainers developing three routines involving the variants for sweat heavy clothing – using the TOP Odour Buster liquid detergent and TOP Super Hygienic powder detergent as weights.
The challenges got Malaysians on their feet, and sweating at home.
Through innovative engagements such as this, TOP became the detergent of choice for people with active lifestyles.
In a short eight months, TOP set records on online shopping platforms – acknowledged by Shopee as the fourth most popular brand on the marketplace.
TOP created numerous campaigns around sales events with compelling flash sale offers that set records for the most detergent sold in an hour.
The brand is known for being socially conscious and community-focused with its annual “A Brighter Future with TOP” back-to-school CSR campaign receiving strong public support in the past six years.
Conscious of the challenges faced by Orang Asli communities, TOP included washable fabric face masks for the children and contributions of its detergent products to all the villagers in these communities.
The long-running annual TOP Wira campaign appreciated, acknowledged and rewarded the efforts of members of the Armed Forces, firefighters and police force ahead of the pandemic.
In a marketing year unlike any other, TOP boldly introduced the new TOP Silky Miracle powder and liquid detergent towards the end of 2020 to overwhelming response from consumers starved for simple daily luxuries.
The Silky Miracle variant resonated with the need for self-care as it delivered delicately fragranced, easy-iron laundry that made life in lockdown more bearable.
As a direct result of its innovative marketing, agility and adaptability to the challenges of the Covid-19 pandemic and commitment to providing convenience to consumers, TOP bagged gold in the Household Products category of the Putra Brand Awards 2020.
“On behalf of the TOP brand, we highly appreciate the recognition from consumers that has seen us receiving the Putra Brand Award for consecutive years.
“Your acknowledgement drives our continued commitment to develop new and innovative solutions for every aspect of lives and lifestyles, ” said Mabuchi.
* Based on Retail Index Service for Detergent category for the 12 months ending March 2021 in Total Malaysia (Copyright 2021, The Nielsen Company [M] Sdn Bhd)