Daz: Ladies talk about Daz - IPA Effectiveness Awards Case Study 1994

Brief Description: With its long history Daz has been a highly profitable brand, with loyal users. It has consistently built share and has never lost share to own label (the only detergent brand not to). This paper looks at Daz's success, and the factors that drove it. The campaign was refreshed in 1993 - 'doorstep challenge' filmed live. Share increased during this time. ;---(TAGS)--- Full Title: Ladies talk about Daz ; Number: 1994/307 ; Brand Name: Daz ; Client: Procter & Gamble ; IPA_ProductCoding: Household (Detergents - laundry) ; Agency: Leo Burnett ; Author: Vanessa Morrison, Ros King ;