Carex – Market leadership: the benefits of long-term inconsistency

Peter Harris and Rebecca Ashley

This paper details the long-term advertising strategy adopted by Carex, a leading brand antibacterial handwash brand.
Agency: TBWAAuthors: Peter Harris and Rebecca Ashley

Carex – Market leadership: the benefits of long-term inconsistency

INTRODUCTION

This case study demonstrates how a long-term commitment to advertising can maintain brand leadership and drive category growth....

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