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...