The 'Radiant return' campaign: Emerging triumphant from the detergent dark ages
The Problem
By the start of 2013, the outlook for Radiant, a former category leader, had deteriorated dramatically. Years of under-investment had led to the brand haemorrhaging share. Consideration, penetration and loyalty were all on the slide.
Worse, the brand had lost all sense of differentiation and purpose. Ill-conceived product initiatives had been compounded by vacillating and poorly communicated positionings.
At this juncture Woolworth and Coles informed P Z Cussons that Radiant would be delisted unless something sensational could be pulled out of the hat....