Reckitt Benckiser launched the Lovela brand on the Romanian market in 2020. Lovela entered a fragmented but well-developed market, with 85% of the targeted consumers - mothers – purchasing niche products dedicated to babies. The category of children's laundry detergents was growing rapidly at the entering moment, being at the same time dominated by 3 main competitors. These two factors, along with the lack of communication and promotion of the category, represented a great opportunity for Lovela to enter the market and drive consideration among mothers. In the launch campaign we had a mixed emotional – rational approach in order to communicate the main product benefits for a target that first of all takes into consideration the quality.