Carex - Handling the future: 'Are you a Washer or a Walker?'

Stephen Brown, Nicole ten Thij and Graham Drury

This case is a great example of a brand stepping up to occupy a bigger role in people’s lives. Carex’s position in the liquid soap market was eroding.
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 ...

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