Subject Index
 

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 ...

This Company Profile provides key details and analysis of Unilever Home & Personal Care, including its latest activities, market position, financial performance, Brands, structure and history, tog ...

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

This campaign for Lynx deodorant sought to lift the brand above the teenage market and make it relevant to older men (aged 18-24). The approach recognises that by this age, girls and boys have become ...

This unconventional campaign, which won the prize for Best Media, describes how Lynx created a ‘music and dance’ phenomenon to launch Lynx Pulse. Rather than behave as an fmcg brand, Lynx and its agen ...

To expand Dove’s market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on ...

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 ...

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research cond ...

Describes multimedia (or media neutral) planning for a launch campaign for a new fragrance, Lynx Pulse. Developed around a `dance' theme: create an ad about spontaneous dance, set it to music, launch ...

Lynx’s success is driven by penetration – particularly among 17–34-year-olds. More 15–24-year-olds use Lynx (75%) than surf the internet (63%), own a Playstation (46%) or even drink Coke (65%). The pr ...

The author, e-marketing manager of Lever Fabergé, describes how the company handles online brands and the issues this raises. It covers the way in which the company has developed guidelines for its w ...

Campaign for launch of Lynx razor, to extend brand into the shaving market, including the `evening shave’. TV campaign `Strike’ achieved high pretest scores, awareness, distribution and value brand sh ...