Lever Europe/OMO/VIA careline

Ariel, Omo/Via's main competitor, has been restless in its efforts to achieve market dominance. Via came within two share points of its historic market leader status and was in need of a new approach to shore up its leadership position.
  

Lever Europe/ OMO/ VIA Careline Campaign

Agency: Lowe, Lintas & Partners

MARKETING SITUATION

Ariel, Omo/ Vias main competitor, has been relentless in its efforts to achieve market dominance, claiming and demonstrating superior product efficacy, introducing new claims in the clothes care area and winning endorsements from clothing manufacturers. Via came within two share points of losing its historic market leader status and was in need of a new approach to shore up its leadership position.

ADVERTISING OBJECTIVES

Strengthen and insulate the brands leadership position, identify its own original source of competitive advantage. The communication objective was to show...

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