Brief Description: Launch of Radion Automatic into the washing detergent market. Lever’s share had slipped to below 40% by 1988. Objective: stem share decline, regain share from P&G without taking from other Lever brands. Media: TV, promotions and support from radio and posters. Results: Radion obtained a 7% share within 6 months. Very high ad awareness and good communication of key positioning points. The advertising was not particularly liked (criticised for being brash) but through strategically sound and effective positioning it achieved desired objectives. ---(TAGS)--- Full Title: Radion Automatic - The case for Radion Automatic: A new brand in the Lever portfolio; Number: 1990/209; Brand: Radion Automatic; Client: Lever Brothers; Product Category: Household (Detergents - laundry); Agency: Ogilvy & Mather; Author: Brent Gosling; Prize Winners: Second Prize; (Adworks ref: Advertising Works 6)