Agency: D'Arcy Macmanus & Masius | Authors: Angus Thomas, Andrew Roberts, Gerard Smith and Mia Ospovat |
Dettol - A Case History
INTRODUCTION
In this case history we have set out to demonstrate in two distinct ways that Dettol's advertising works and is effective.
Firstly we show that, by virtue of a change in creative strategy that was implemented at the beginning of 1978, consumer attitudes to Dettol have been modified in the directions intended. The research also shows that the use and purchase of Dettol increased in this period.
Secondly, an econometric analysis of factors affecting Dettol's...