Agency: Allard Johnson Communications |
La Parisienne – Liquid Detergent
Bronze: Off to a Good Start
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): October 06–March 07Start of Advertising/Communication Effort: October 2, 06Base Period for Comparison October 05-March 06
The laundry category is much like nature. On the surface, it appears to be all benevolent sunlight and gentle tides. In reality, it's a brutal and unforgiving place where ferocious predators munch little brands for breakfast. In 2005, La Parisienne liquid detergent was like a small, furry animal hiding under a log, watching the biggest brands duke it out for...