The Renaissance of Manger's Sugar Soap

Chuck Anderson

Relaunch of a very old DIY product. Qualitative research among professional decorators and heads of household revealed how Sugar Soap was actually regarded and used, and suggested a possible new positioning as an excellent paintwork cleaner with subsidiary uses in the house.
Agency: Contract AdvertisingAuthor: Chuck Anderson

The Renaissance of Manger's Sugar Soap

INTRODUCTION

This paper relates how a nationally distributed brand which had not been advertised for 40 years was re-positioned in concept, re-introduced to the retail trade and advertised in a Granada television test market, producing a five-fold increase in annual sales. The cost of the media expenditure was recovered by the time the advertising ended.

A lightweight reprise of the campaign in the same area a year later added a one third increase in sales over the year-ago peaks during an initial eight-month period....

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