Warc index
 

This paper details the long-term advertising strategy adopted by Carex, al leading brand antibacterial handwash brand Carex. The campaign can be broken down into six phases, each using a different cre ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...

This case is a great example of a brand stepping up to occupy a bigger role in people’s lives. Carex’s position in the liquid soap market was eroding. There were very few new users seeking out the bra ...

This 1998 paper shows how an ad campaign not only helped to launch a liquid handwash but transformed a commoditised category and created an entirely premium added value category. Carex Handwash became ...

This paper demonstrates how an advertising campaign helped to launch a new liquid hand wash and create a new premium liquid soap category. The positioning of Carex is compared with previously existing ...