Subject Index
 

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

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 Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across f ...

In 2001 Dial, the Dial Corporation's mainstay brand in the soap market for more than 50 years, was the only brand with an all-antibacterial line of products. The challenge in promoting it was t ...

This campaign for the Axe (known as Lynx in the UK) shower range from 2003-05 aimed to change male attitudes to a fragrant shower product. The target audience was men aged 18-24, and the main media us ...

Radox has built on 100 years of expertise in herbs and minerals to develop an expansive core product range to suit a wide variety of everyday washing and bathing needs. Renowned for its ability to hel ...

The 2005 launch of Axe Shower Gel was the first expansion of the Axe brand outside the realm of antiperspirant/deodorants. The challenge was to support the shower gel product launch in a way that quic ...

Tells the story of the development of the recent Dove campaign, changing it from a toiletry to a beauty product and presenting `beauty' in a new way, which would make women feel good about how they ac ...

The choice of communication played a vital part in the success of the 'Blue Jeans' campaign for NIVEA Bath Care. It made the product believable in the eyes of consumers, who are often doubtful of the ...

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster. Integration was a foundation of the communications strategy, with a low-weight national TV ...

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 ...

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious. By being tr ...

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 ...

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel. Target younger consumers with more emotional slant (feelgood-lathe ...

After spectacular growth in the first half of the 90's, market changes in 1996 left Dove vulnerable. Rather than lose control of the bar segment, or abandon it in favour of the new, more enticing body ...

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 ...

The objective was to test various combinations of TV and radio in order to evaluate their relative effectiveness in reaching the core target audience. From the results provided, radio in conjunction ...

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 ...

In November 1991, Dove launched a pre-emptive strike against the anticipated launch of P&G's Oil of Olay bar. The only weapon was dramatic new advertising. Over the next four years, Dove's dollar shar ...

Pears Original is the UK's oldest soap, and one of the country's longest-established brands within any market. By the mid-1990s Pears had shrunk to a 3% value share of the market. In 1996 Elida Faberg ...

In 1994 we applied our 1993 learning to maximise brand growth market by market. National sales resulted in an increase of 18% over 1993. Over 1% value market share was gained and underdeveloped marke ...