Jungle Formula: From repellent to compelling or how Jungle Formula took the sting out of summer

Jungle Formula, an insect repellent, operated in a category with no major investment in communication for two decades, relying instead on the UK's summer season to drive growth year-on-year.

Jungle Formula: From repellent to compelling or how Jungle Formula took the sting out of summer

Principal Author: Andrew Perkins, VCCPContributing Authors: Amy Whittaker, VCCP; Elspeth Fisher, Total Media

Introduction

This paper is, unapologetically, a work in progress.

Or, to slip into the more fashionable jargon, it's real-time.

A quick read through some of the most successful ‘Odd Year’ IPA Effectiveness Awards shows that, very often, it's organisations with a bigger marketing infrastructure that are best able to prove their case - whether that's an isolated campaign of an otherwise big-spending brand, a brand that has maintained...

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