Agency: BDH\TBWA | Authors: Jacqui Wall and Tracey Hunter |
Carex
Handling the future
'Are you a Washer or a Walker?'
This case study will show that an already successful brand can be completely rejuvenated by seeking to gain a larger share of the future.
Reaching a ceiling
After 10 years establishing the need for antibacterial cleaning, and creating the liquid soap market around it, Carex was failing to grow at its previous rate. Penetration gain was slowing from its April 2001 peak (Figure ...