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: Limelite Limescale Remover - Marketing 'desperation': The launch of Limelite; Number: 1992/308; Brand: Limelite Limescale Remover; Client: Cussons; Product Category: Household (Household chemicals inc. freshners, insecticides); Agency: Bowden Dyble & Hayes; Author: Ged Parton and Paul Jeffrey; Prize Winners: Third Prize (Adworks ref: Advertising Works 7)