Agency: BDH\TBWA | Authors: Rebecca Ashley, Peter Harris and Yoshio Tazaki |
Carex – Why the best long-term advertising doesn't always have to tell the same old story
INTRODUCTION
This is the story of Carex, the UK's number one hand washing brand.
The story of how a long-term commitment to advertising ensured maintenance of brand leadership and category growth. With no competitor even coming close.
It's also a story with a difference. It challenges the widely accepted belief that long-term advertising must have a consistent message: always tell the same story. Again and again.
There are many well-documented cases strongly...