Agency: Ammirati Puris, Toronto | Author: Not credited |
SUSTAINED SUCCESS SILVER
Unilever Canada
Sunlight Laundry Detergent
Executive Summary
Turning a brand around in the packaged goods market is almost unheard of (Crossover Note 1).
Especially a brand that has been under siege by an ironclad competitor with far greater resources. Even tougher when your competitor owns the category benefit, has three times your share, and is a North American icon.
Sunlight Laundry Detergent pulled off such a feat. In April 98 March 99, after the launch of the 'Go Ahead. Get Dirty.' Campaign, Sunlight had grown 28% in...