The Case for Radion Automatic: a New Brand in the Lever Portfolio

The 1989 launch of Radion Automatic into the low suds washing product market. In the largest of all grocery markets, dominated by heavyweight brands like Persil and Ariel, Radion obtained a 7% share within 6 months, with a campaign which was strongly criticised for being brash and offensive.
Agency: Ogilvy & MatherAuthor: Brent Gosling

The Case for Radion Automatic: a New Brand in the Lever Portfolio

INTRODUCTION

In October 1989 Lever Brothers launched its first dual variant (liquid and powder) detergent brand for over a decade. It did so in one of the most competitive and well established of all consumer markets, that for low suds washing products.

In this, the largest of all grocery markets, dominated by heavyweight brands like Persil and Ariel, Radion established a significant 7.0% (value) market share within the first six months of its life supported by a distinctive...

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