The 'Radiant return' campaign: Emerging triumphant from the detergent dark ages

This case study explains how Radiant, a laundry detergent brand, increased sales and market share by focussing on a different functional benefit to usual detergent marketing.

The 'Radiant return' campaign: Emerging triumphant from the detergent dark ages

Ian ForthDDB Melbourne

The Problem

By the start of 2013, the outlook for Radiant, a former category leader, had deteriorated dramatically. Years of under-investment had led to the brand haemorrhaging share. Consideration, penetration and loyalty were all on the slide.

Worse, the brand had lost all sense of differentiation and purpose. Ill-conceived product initiatives had been compounded by vacillating and poorly communicated positionings.

At this juncture Woolworth and Coles informed P Z Cussons that Radiant would be delisted unless something sensational could be pulled out of the hat....

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