Subject Index
 

Over the last 40 years, Fairy Liquid has achieved market share and penetration figures that are unheard of in other market sectors. It is also an iconic UK brand with a strong advertising heritage. By ...

Dero is an unashamedly Romanian brand. In the past, this meant being a state-owned generic offering (hence the fact its name derives from Detergent Romania); now it embraces a more aspirational and op ...

Tide - a mid-priced detergent sold in Serbia and Romania - was losing market share both to cheaper brands and to its direct competitors, a situation that was compounded by low awareness levels among c ...

Fairy had enjoyed a dominant position in the Iberian market, but was finding itself increasingly under threat from cheaper alternatives, and particularly private label brands. The challenge was to att ...

The household cleaning brand Monsieur Propre (know as Don Limpio in Spain) sought to boost its position in its core French and Spanish markets by challenging the advertising conventions of its categor ...

Clorox wanted to reduce brand gaps in the Hispanic market as compared with the general market (brand awareness, key attributes, category share). The Sweet World campaign illustrated how to a toddler e ...

La Parisienne had a strong reputation in Quebec as a bleach brand, and introduced a new liquid detergent extension in the region in 1998. Despite the fact it was in a growing market, however, quantita ...

Unilever's laundry detergent brand, OMO, was facing a decrease in awareness as a result of intense competition and the growth of private label brands. Driven by a new focus on a target group of young ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

In 1998 Unilever PLC subsidiary Lever Brothers, makers of Wisk laundry detergent, launched a new advertising campaign with the tag line "Do It Once. Do It Right." The primary element i ...

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand. The aim was to re-connect with the brand's target market of young working-class mo ...

This paper discusses Unilever's 2004-06 campaign in Romania for Dero (short for Detergent Romania). After the fall of communism, Unilever bought one of the two main detergents, and relaunched Dero, wh ...

This brief paper details a campaign during which special packs of Sun dishwasher tablets included a lottery ticket offering a variety of different prizes. Via the use of TV and on-pack promotions, the ...

After inventing the dishwasher detergent market in the 1970s, Sun suffered a 20-year decline in market share, following the normalization of the market. As the market became more competitive, brands b ...

Fairy's challenge for growth started from an already high base of +40% value share in mature and highly competitive markets, where private labels and discounters were consistently gaining ground. Cons ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

In August 2001, The Union ran three TV commercials for Limelite Limescale Remover in Southern England. The commercials were short, 10 and 20 seconds, and got straight to the point that if you have a p ...

This case charts how Scotch-Brite (from 3M) leveraged itself from its traditional ground of the kitchen sink and into dominating the fastest growing category in household cleaning. It is written by a ...

2000-1 campaign for Pine-Sol household cleaner. At start of 2000, Pine-Sol was number 2 brand in the liquid dilutable household cleaner market, but in slow decline since 1998, facing attack from P&G, ...

1998 TV campaign to renovate Cussons' 1001 Mousse carpet cleaner. Brand was under pressure from consumer and retailer apathy and aggressive competitor (Vanish). Brand had no superior performance claim ...

In 1997 1001 the carpet cleaning brand found itself under considerable pressure on many sides, notably due to the arrival of an aggressive new competitor (Vanish), growing apathy towards the sector am ...

The market was as 'dull as dishwater' - the increasing penetration of dishwashers, the mature nature of the category and a general lack of innovation combined to ensure that consumers showed very litt ...

Objectives To increase consumer awareness and establish product superiority over market leader Ratsak to help justify Talon's price premium. Also, to achieve this at a time when Mortein was actively e ...

This paper illustrates the significant and constructive contribution made by planning to the successful launch of the Vileda Magic Mop.

Launch of the Mr Muscle range of household cleaning products, 1986-93. Rationale for brand proposition explained (based on qualitative research). Benefits: less effort needed for satisfactory result, ...

Launch of a limescale cleaner which dramatically increased the market and established the brand as clear leader. The limescale problem and the product are described. Qualitative research suggested the ...

Describes the advertising for Jif (liquid abrasive cleaner) over 15 years from 1974 (launch) to 1989. The campaign was almost unchanged, but it is argued that the executions meant something very diffe ...