Subject Index
 

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 ...

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 In 1994, Persil was revitalised by launch of Persil Power, but it had to be withdrawn in 1995, with consequent damage to the brand.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 ...

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 ...

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 ...

'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 ...

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 ...

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 ...

Launch of Frish lavatory cleaner in the Midlands TV area, 1979-80. Background and opportunity for the new brand described, with initial positioning development research. Advertising theme conveyed dou ...