Agency: Bowden Dyble & Hayes | Authors: Ged Parton and Paul Jeffrey |
Marketing 'Desperation': the Launch of Limelite
INTRODUCTION
This case history shows how advertising can create a dynamic and profitable product category from what had been a small specialist cleaning sector, that attracted little consumer interest, and so generated minimal revenues for manufacturers and retailers alike.
So, this paper will demonstrate:
- that the limescale removal market existed prior to the advertising launch of Limelite, but was small and experiencing very limited growth;
- that the advertising launch of Limelite ...