It means I can put my hand up a chicken one minute and feed my baby the next: How Carex made this possible

This 1998 paper shows how an ad campaign not only helped to launch a liquid handwash but transformed a commoditised category and created an entirely premium added value category.
Agency: bdh communicationAuthors: Lorna Pritchard, Carol Smith and Nicole Ten Thij

It means I can put my hand up a chicken one minute and feed my baby the next: How Carex made this possible

THE SITUATION

Today Carex is one of the fastest growing brands in the personal wash category. Year on year it outperforms the liquid soap market by 19% and is now the number one liquid soap brand with sales of over 8.9 million in the last year (52 w/e Feb 98: Source IRI INFOSCAN).

This paper sets out to demonstrate how an advertising...

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