Agency: BDH TBWA | Authors: Lorna Pritchard |
1001: How an Ordinary Moose With a Brush Helped 1001 to Clean Up in the Stain Removal Market
Introduction
When your brand has led its market for over 30 years, it can be difficult to come to terms with changing circumstances. In 1997, the carpet cleaning brand 1001 found itself under considerable pressure from an aggressive competitor and the apathy of retailers and consumers. This paper sets out to demonstrate the case for category investment in such circumstances and shows how an added value segmentation and creative communication strategy was central to...