Lux: Building beauty dreams - 25 years of Lux advertising in Japan
Principal authors: Ana McMahon, Unilever Japan; Guy Murphy, JWT TokyoContributing authors: Mark Stockdale and Grace Kite, The Effectiveness Partnership; Francesca Zedde, JWT Tokyo
Section I: Introduction
This is a story about the contribution that advertising can make to a business in the most hostile commercial conditions imaginable. It represents a 'torture test' of what advertising can achieve.
Set in Japan - described in marketing circles as 'the casino'because of its commercial unpredictability – the story spans twenty five years (1989 to 2014) –...