Agency: john st. |
Kruger Products – SpongeTowels
Silver: Off to a Good Start
EXECUTIVE SUMMARY
Results Period (Continuous Months): October 1, 2006 – May 12, 2007Start of Advertising/Communication Effort: September 25, 2006Base Period for Comparison: October 2, 2005 – May 13, 2006
“It is not a matter of what is true that counts, but a matter of what is perceived to be true.”
Henry Kissinger
The SpongeTowels brand team knew this too well.
Blind testing showed that consumers preferred SpongeTowels on a number of functional measures, but Bounty dominated perceptions for quality and efficacy year after year....