Limelite: The Launch of Limelite - IPA Effectiveness Awards Case Study 1992

Brief Description: Limescale problem described and product described, research suggested strategy to educate housewives that limescale was a serious problem and product was an effective solution. Campaign rolled out in 1991, initially in London with immediate sales effect, growing by 24% in March-May and after full roll-out by September to 222% higher than previous December. Increased awareness and trial. Millward Brown evidence proved ad communicated as intended. ;---(TAGS)--- Full Title: Marketing 'desperation' : the launch of Limelite ; Number: 1992/308 ; Brand Name: Limelite Limescale Remover ; Client: Cussons ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: Bowden Dyble & Hayes ; Author: Ged Parton, Paul Jeffrey ;