Sapur: A breakthrough in carpet cleaning - IPA Effectiveness Awards Case Study 1986

Brief Description: Launch of powder carpet cleaner claiming a new formulation in 1986. National TV demonstration with poster support in London, coinciding with spring-cleaning time. Key targets in awareness and brand share for the year were met in the first three months. Established as brand leader during the advertising dropped back to share brand leadership at the end of the burst. Stimulated growth in the carpet cleaning market. Further advertising planned. ;---(TAGS)--- Full Title: Sapur : a breakthrough in carpet cleaning ; Number: 1986/29 ; Brand Name: Sapur ; Client: Henkel ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: McCann Erickson ; Author: Annie Irwin-Brawn ;