The Procter & Gamble Company: Cleaner Close campaign

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-running advertising campaign perceived as artificial and old-fashioned.

The Procter & Gamble Company: Cleaner Close campaign

Mark Lane

OVERVIEW

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-running advertising campaign perceived as artificial and old-fashioned. Procter & Gamble (P & G) thus charged advertising agency Leo Burnett's London office with the task of dramatically redefining the Daz brand in the United Kingdom and Ireland. With an eye toward attracting a younger generation of homemakers, Leo Burnett crafted "Cleaner Close," a series of...

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