Jeyes Bloo: A fresher Bloo - IPA Effectiveness Awards Case Study 2002

Brief Description: Revitalisation campaign for Jeves Bloo, the long time brand leader in the toilet block sector. Facing competition from new fragrant liquid rim products Bloo products were seen to lack salience and had a dowdy image. In danger of commoditisation. Media: TV. Evaluation: sales of in-cistern products rose 24%, all Bloo products rose 67%. Share increased from 27% to 38%. Over £3 million extra revenue for £1.6 million investment. ;---(TAGS)--- Full Title: A fresher Bloo ; Number: 2002/09 ; Brand Name: Jeyes Bloo ; Client: Jeyes ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: Poulter Partners ; Author: Chris Blythe, Bruce Harris ;