Marketing 'Desperation': The Launch of Limelite

Ged Parton and Paul Jeffrey

Launch of a limescale cleaner which dramatically increased the market and established the brand as clear leader.
Agency: Bowden Dyble & HayesAuthors: Ged Parton and Paul Jeffrey

Marketing 'Desperation': the Launch of Limelite

INTRODUCTION

This case history shows how advertising can create a dynamic and profitable product category from what had been a small specialist cleaning sector, that attracted little consumer interest, and so generated minimal revenues for manufacturers and retailers alike.

So, this paper will demonstrate:

  • that the limescale removal market existed prior to the advertising launch of Limelite, but was small and experiencing very limited growth;
  • that the advertising launch of Limelite ...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands