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...
