Title: The same old story? Why the best long-term advertising doesn't
always have to tell the same old story
Client: PZ Cussons
Authors: Rebecca Ashley, Peter Harris, BDH\TBWA
Contributing author: Yoshio Tazaki, BDH\TBWA
Media used: TV, national newspapers, magazines, out of home, internet,
In a nutshell: Continuous marketing of new brand messages generated an estimated £35.9 million incremental retail sales through an advertising investment of £10.4 million.
Summary: This paper reveals how a long-term commitment to advertising ensured the maintenance of Carex as the UK's number one hand washing brand and enabled category growth. This campaign, by BDH\TBWA also challenged the widely accepted belief that long-term advertising must have a consistent message. Carex has used six phases of successful, but different, creative ideas between the years 1996-2006, although it continually provided the market with new messages about the brand. It has given customers new reasons to remain loyal and non-users reasons to reconsider. The advertising for this campaign has generated an estimated £35.9 million incremental retail sales through an advertising investment of £10.4 million.
Judge's comment: A unique, challenging approach, demonstrating a longer-term view and a good use of insights, which were evolved very well into the advertising. This paper showed strong evidence for the quantification of the advertising effect, with a very competent and well-documented econometrics model.
Catrina Sheridan former head of marketing for Ireland, BT.