Dr Beckmann Rescue Oven Cleaner: A new approach to oven cleaning that took the strength out of Mr Muscle - IPA Effectiveness Awards Case Study 2002

Brief Description: A David and Goliath story that shows that success is not always dependent on being the biggest brand or having the biggest budget. In order to maximise an extremely limited budget; a very single-minded approach was taken. Through advertising Dr Beckmann Rescue took share from the monopoly brand Mr Muscle, almost reaching parity at times, and is now a well entrenched number two. Viewed by retailers as a "must-stock" line, Dr Beckmann Rescue even has more facings than Mr Muscle does. ;---(TAGS)--- Full Title: Acdoco. Dr Beckmann Rescue oven cleaner - a new approach to oven cleaning that took the strength out of Mr Muscle ; Number: 2002/03 ; Brand Name: Dr Beckmann Rescue Oven Cleaner ; Client: Acdoco ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: CheethamBell JWT ; Author: Lucy Lorimer, Millie Robinson ;