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...