Unilever PLC: Do It Once. Do It Right. campaign
Judson KnightOVERVIEW
In 1998 Unilever PLC subsidiary Lever Brothers, makers of Wisk laundry detergent, launched a new advertising campaign with the tag line "Do It Once. Do It Right." The primary element in the campaign, created by J. Walter Thompson (JWT) USA in New York, was television commercials. In one spot a woman's voice announced "Wisk presents the ten thousand million things we have to do." There followed a series of hilarious scenes with laconic titles, provided by the voice-over, such as "Locate stuff," "Prevent osteoporosis," and "Save the planet."...