Agency: john st.

Kruger Products – SpongeTowels

Silver: Off to a Good Start



EXECUTIVE SUMMARY

Results Period (Continuous Months): October 1, 2006 – May 12, 2007
Start of Advertising/Communication Effort: September 25, 2006
Base 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.1