Unilever United States, Inc.: Ring-Around-The-Collar campaign

The world of liquid laundry detergents was significantly altered with the introduction of Wisk in 1956.

Unilever United States, Inc.: Ring-Around-The-Collar campaign

Mariko Fujinaka

Overview

The world of liquid laundry detergents was significantly altered with the introduction of Wisk in 1956. Made by Unilever United States, Inc. (then Lever Brothers Company), a subsidiary of the Anglo-Dutch conglomerate Unilever PLC, Wisk was positioned to challengethe well-established powdered laundry soap category and was marketed as a heavy-duty detergent. Americans were accustomed to the established powders, however, and Wisk seemed unable to permanently penetrate the market. To infuse longevity into the product and boost sales, Lever Brothers decided in 1967 to launch a major campaign touting the wonders...

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