This week, in Behind the Winning Idea, we explore the strategy, execution and outcome of Finish: Skip the Rinse, winner of the Brand Purpose Grand Prix in this year's WARC Awards for Effectiveness.

Dishwasher brand Finish grew sales and market share in the US with a multichannel campaign to encourage Americans to save water. Sales grew by 33% year on year as a result. We spoke to Kelsey Steele, Group Strategy Director at HAVAS New York and Umar Khan, US VP of Marketing at Reckitt to find out more.

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