MullenLowe and Unilever’s Sun Pair Up Singletons Based on Dishwashing Styles for the Perfect Match

An integrated communications agency has partnered with a dishwashing brand to launch a real life experiment.

MullenLowe UK and Unilever’s Sun have created the experiment to help on 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.

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
Alice Francoual

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!”

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.”

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