1001 Moose: How an Ordinary Moose with a Brush Helped 1001 Clean Up in the Stain Removal Market - IPA AREA Effectiveness Awards Case Study 1999

Brief Description: Due to consumer and retailer apathy and an aggressive competitor (Vanish) the objective was to reinvigorate 1001 Mousse carpet cleaner. Aimed at a distinct target audience the 'dilettante' group (younger, least interest in housekeeping) offered the most potential. The proposition was hassle free stain removal. Launched on peak-time TV shows. Significant sales increases. Market share trebled. Total ad effect estimated at over £1 million, (for a brand that might otherwise have faced delisting). The ad investment was £726,000 ;---(TAGS)--- Full Title: How an ordinary moose with a brush helped 1001 to clean up the stain removal market ; Number: 2000/47 ; Brand Name: 1001 Mousse ; Client: Cussons ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: BDH\TBWA ; Author: Lorna Pritchard ;