Magiclean: Celebrity mom kidnapping

SC Johnson's cleaning brand, Magiclean, had an ageing image in Taiwan, which led to it losing its market-leading position.

Magiclean: Celebrity mom kidnapping

Winnie Lee

Campaign details

Brand owner: KAOAgency: McCann Worldgroup TaiwanBrand: MagicleanCountry: TaiwanChannels used: Events and experiential, Internet - display, Internet - microsites, widgets, Magazines - consumer, Packaging and design, Point-of-purchase, in-store media, Product and other sampling, Product placement, Public relations, Sales promotion, Television, Word of mouth and viralMedia budget: Up to 500k

Executive summary

It is a big battle

Mr Muscle, the fastest growing brand in SC Johnson, entered the Taiwan market at the end of 2008 and has launched several impactful marketing campaigns in...

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