1001: How an ordinary moose with a brush helped 1001 to clean up - IPA Effectiveness Awards Case Study 2000

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: 1001 Moose - How an ordinary moose with a brush helped 1001 to clean up the stain removal market ; Number: 2000/47 ; Brand: 1001 Moouse ; Client: Cussons ; Product Category: Household (Household chemicals inc. freshners, insecticides) ; Agency: BDH TBWA ; Author: Lorna Pritchard ; Prize Winners: 1 Star (Adworks ref: Advertising Works 11)