Household and domestic: Washing powder, fabric softe...

 

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-r ...

The 2002-05 Ariel 'Championship Whites' campaign followed an upgrading of Ariel Bio tablets to improve whiteness. TV campaign executions featuring Tim Henman established the link between 'whiteness' a ...

This short account shows how a UK promotion was adapted to the Irish market to drive loyalty and affinity to the Persil brand by offering primary schools a range of arts and craft materials in exchang ...

The fabric softener category in Belgium and Germany is characterised by consumers switching between brands. The “Sensuality of Nature” campaign was therefore developed to create brand preference and s ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

Despite different market conditions in Germany and Belgium, Lenor faced the same impediment to growth in both markets: the brand lacked emotional relevance for the target audience. The Poetry campaign ...

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to be ...

This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch ...

Before the launch of the new Ariel with Natural Soap in Spain and Portugal, Ariel was a brand whose emotional bonds to the consumer were, in many indicators, dangerously close to those that Private La ...

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its shar ...

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK. This ad campaign promoted a Golden Jubilee competition run by Su ...

TV campaign for Sunlight laundry detergent, 1999-2000. After a successful campaign in 1998-9 (the 1999 Grand Prix winner), Sunlight sales had grown 28% while major competitor, Tide, had declined. Tide ...

Procter and Gamble launched Dryel in September 1999, as a radical at home alternative to dry cleaning. Therefore, quite a challenge lied ahead of the 'Habits' campaign. Based upon key consumer insig ...

Describes 1998 launch of Persil Tablets. In 1994, Persil was revitalised by launch of Persil Power, but it had to be withdrawn in 1995, with consequent damage to the brand. There was a need to rebuild ...

Ariel, Omo/Via's main competitor, has been restless in its efforts to achieve market dominance. Via came within two share points of its historic market leader status and was in need of a new approac ...

How Surf was turned around in 5 years. In 1994, Surf had a 2% share of the detergent market, was loss-making, and had been de-listed by Sainsbury's. By 1999 it had reached 7% share and was the fastes ...

The case study describes the marketing challenge as reclaiming growth despite quadrupled competition. The campaign objectives were to halt decline, increase shipment and broaden the use of the produc ...

To many consumers there are no good solutions to eliminating odours on fabrics. Febreze offered a distinct point of difference versus air fresheners - it provided a new and completely unique way to a ...

Campaign in 1998-9 by APL for Surf (Lever Bros). Followed up on the successful, but wearing out, `birds of a feather' campaign. Analysis of the strengths and weaknesses of this campaign led to retaini ...

Campaign in 1998-1999 by J Walter Thompson for Persil Tablets, a new product launch in UK (Lever Bros.). Market background and research described. Media: TV campaign, extended into print, posters, dir ...

This paper describes how Sunlight's 'Go ahead. Get dirty.' campaign, launched April 1998, finally put a dent in the armour of Tide. It shows national business and research results that are directly at ...

'Misfits' was created by J Walter Thompson in 1996 to advertise Persil Colour. It subsequently won Silver at Cannes. The colour sector was launched in the UK in 1992 and initially did well but has dec ...

By mid-1980s the fabric softener market had reached saturation; Lenor had stuck at a 25% share. The only way to grow was to offer consumers alternative freshnesses. A new range of three freshnesses wa ...

1993 campaign for Daz, part of a long history (40 years old). Marketing history and the threats the product has had to face are summarised. It has never been brand leader, but has consistently built s ...

The advertising objectives was ' to build awareness leading to trial of Omo Micro by creating the expectation that the product delivered superior results, coupled with convenience and environmental b ...

The 1989 launch of Radion Automatic into the low suds washing product market. In the largest of all grocery markets, dominated by heavyweight brands like Persil and Ariel, Radion obtained a 7% share w ...

The Huggie fabric softener campaign has helped to triple the volume market share of the brand, build trial and brand loyalty indicators and effectively launch two new fragrance variants which have pro ...