Daz - From dull to dazzling: how Daz harnessed the power of entertainment to break out of the soap wars

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand.
Agency: Leo BurnettAuthors: Becky Barry, Gurdeep Puri, Mike Treharne and Maggie Merklin

Daz – From dull to dazzling: how Daz harnessed the power of entertainment to break out of the soap wars

INTRODUCTION – END OF AN ERA?

                        "Is TV advertising dead?”

                                        - Tom Woodnutt/Fiona Jack, Admap 2004

There have been many dramatic headlines along this theme in recent years, predicting the demise of television as an advertising medium. Online advertising, experiential marketing and blogging have all been variously cited as the way forward for the industry. In this paper we challenge this perception, by...

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