Henkel Romania marks 30 years of success through innovation and technology in trade marketing with Mediascope

Henkel Romania, one of the leaders in the consumer goods market, celebrated three decades of presence in Romania through a campaign held between September 1, 2024, and November 15, 2024, under the concept “30 Years in Romania. 30 Years of Henkel with You.”

The campaign focused on innovation and technology in trade marketing, with strategic actions developed and implemented by the trade marketing agency Mediascope.

By proposing high-tech solutions, the campaign attracted a record number of participants for Henkel in Romania. Consumers engaged in large numbers both online and in stores, interacting directly with innovative POSM (Point of Sale Materials), special product testing areas, and personalized experiences inspired by everyday life. The activations showcased the company’s brands, including Persil, Perwoll, Bref, Somat, Silan, Pur, Clin, Syoss, Gliss, and Fa.

The results reflect not only the popularity of Henkel’s product lines but also the effectiveness of Mediascope’s approach, which successfully combined strategic placements, digitalization, and direct consumer interaction with the participating brands.

“With this campaign, we celebrated not only 30 years of success but also the people who have been with us throughout this journey. We stood by them in their defining moments, shared their dreams, and admired every step that made them stronger. Inspired by their stories, we blended tradition with innovation to create products designed to make their lives easier, more beautiful, and more fulfilling.

Under the headline ‘30 years with you. 30 years of trust and Henkel quality,’ we sought everyday champions – people who, through perseverance, passion, and determination, turn every challenge into an opportunity. This campaign is about all of us – about the past we built together and the future where we will continue to innovate, grow, and support one another,” said Ruxandra Stancu, Business Unit Manager at Mediascope and campaign coordinator.

Beyond the positive impact on sales, this anniversary initiative strengthened Henkel’s relationships with retail partners by introducing innovative trade marketing solutions designed to create memorable consumer experiences.

About Henkel

Henkel was founded in 1876 and today has a diverse team of over 50,000 people worldwide, united by a strong organizational culture, well-defined values ​​and a common purpose: “Pioneers at heart for the good of generations”. Sustainability has a long tradition in Henkel’s history, and the company has a clear sustainability strategy with specific long-term goals. With its brands, innovations and technologies, Henkel holds market leadership positions worldwide. The Henkel Consumer Brands division holds leading positions in the hair care, detergent, and home care categories in multiple markets worldwide. The company’s flagship brands include Persil, Syoss, and Schwarzkopf.

About Mediascope

Mediascope is a trade marketing agency specializing in brand activations, integrated campaigns, and creative solutions for a diverse range of clients. With deep industry expertise, the agency offers customized services from strategy and creative development to implementation and performance analysis.

Areas of expertise:

• Brand Activations: Organizing and implementing activations at points of sale, events, and public spaces to boost visibility and engagement.
• Integrated Campaigns: Developing 360° marketing strategies, incorporating new technology, digital, outdoor, in-store, and experiential elements.
• Custom Productions: Designing innovative POSM, theatrical installations, experiential displays, technology integrations, and data collection methods.

Mediascope collaborates with leading brands across industries, including FMCG, alcoholic beverages, retail, trade, events, and festivals. The agency focuses on delivering campaigns that generate measurable results, whether through increased sales or enhanced brand perception. The Mediascope team provides innovative yet business-driven solutions, working closely with clients to ensure each project aligns with their objectives.