Carex - Why the best long-term advertising doesn’t always have to tell the same old story

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006.
Agency: BDH\TBWAAuthors: Rebecca Ashley, Peter Harris and Yoshio Tazaki

Carex – Why the best long-term advertising doesn't always have to tell the same old story


This is the story of Carex, the UK's number one hand washing brand.

The story of how a long-term commitment to advertising ensured maintenance of brand leadership and category growth. With no competitor even coming close.

It's also a story with a difference. It challenges the widely accepted belief that long-term advertising must have a consistent message: always tell the same story. Again and again.

There are many well-documented cases strongly...

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