TOP Detergent

Continuous improvement
and product innovation at
its best

Protecting Malaysians against the pandemic with holistic detergent technology

The Insight

Since each product has its own uniqueness, we needed to flex the story the right way. We looked within and across the category codes to see where TOP stands amongst the competitors and map the entire product portfolio territories carefully. We gave each product a personality that matched their functional, emotive and identity needs, which then reflected in the product positioning, packaging and messaging.


Anchoring on a holistic solution for everyone, we elevated the packaging with a refreshed, modern and premium look and feel that not only makes the buying experience more intuitive, it dialled up the pack equity that strengthens TOP’s position as the innovative market leader.

The Impact

TOP Advanced Micro Clean-Tech range has received overwhelming response by the consumers and it has been recommended as the must have detergent by the homeowners via TikTok which inevitably boost the brand love to lock in loyal customers and tempt brand switch from its competitors.