How an Ordinary Moose with a Brush Helped 1001 Clean Up in the Stain Removal Market

John Triner and Lorna Pritchard

In 1997 1001 the carpet cleaning brand found itself under considerable pressure on many sides, notably due to the arrival of an aggressive new competitor (Vanish), growing apathy towards the sector amongst key retailers and consumers who considered the task and subsequently the sector somewhat negatively.
Agency: BDH TBWAAuthors: John Triner and Lorna Pritchard

How an Ordinary Moose With a Brush Helped 1001 Clean Up in the Stain Removal Market

When your brand has lead its market for over 30 years, it can be difficult to come to terms with changing circumstances. In 1997, 1001 the carpet cleaning brand found itself under considerable pressure from an aggressive competitor and the apathy of retailers and consumers. This paper sets out to demonstrate how an integrated segmentation and creative communication strategy, was central to the defense of 1001 Mousse and the brand's position as the...

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