“Move Over Madge… make way for Mommies!”

The market was as 'dull as dishwater' - the increasing penetration of dishwashers, the mature nature of the category and a general lack of innovation combined to ensure that consumers showed very little interest in the brand of dishwashing liquid they used.

Advertising Effectiveness Winner:

'Move Over Madge Make Way for Mommies!'

Agency: Young & Rubicam

The Judges said:

Research provided the insights used to effectively communicate to women of the 90's 'Still in the kitchen but don't want to be a second longer than necessary.' Well done, daughter of Madge.

Palmolive Dishwash Liquid Detergent

For more than 20 years, 'Madge' was firmly entrenched in New Zealanders' minds as the face of Palmolive dishwashing liquid. In fact, it seems hard to believe that she was last seen on our TV screens as long ago as 1993.

Since then, ColgatePalmolive has...

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