“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...