Johnsons's Clean & Clear: Getting real about global advertising in a local market - IPA Effectiveness Awards Case Study 1998

Brief Description: Launched in 1992 the brand was initially supported by a UK adapted US campaign in TV and press. In decline and under competitor pressure in 1996 a new approach was recommended. With a new press and TV advertising share value increased, penetration reached the lead in the young people target group (325% increase). ROI 17%-42% assuming profit margins between 50% and 70% ;---(TAGS)--- Full Title: Johnson's Clean & Clear : getting real about global advertising in a local market ; Number: 1998/37 ; Brand Name: Clean & Clear ; Client: Johnson & Johnson ; IPA_ProductCoding: Cosmetics & Toiletries (Skincare) ; Agency: BMP DDB ; Author: Polly Evelegh, Sam Dias ;