How Carex cleaned up in the liquid soap market

This paper demonstrates how an advertising campaign helped to launch a new liquid hand wash and create a new premium liquid soap category.
Agency: BDH AdvertisingAuthor: Not credited
 

Area Awards 1997 WINNER: CONSUMER GOODS CAMPAIGN

How Carex Cleaned Up in the Liquid Soap Market

 

The Situation

Today Carex is one of the fastest growing brands in the personal wash category. Outperforming the liquid soap market by 440/0 it is now the number one liquid soap brand with sales of over 6.8 million in the last year.

This paper sets out to demonstrate how an advertising campaign not only helped to launch a liquid handwash but in doing so, an entirely new premium liquid soap category. It shows...

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