Dettol: A case history - IPA Effectiveness Awards Case Study 1980

Brief Description: 1978 campaign for a mature and established brand which had gone into decline. Concentrated on the product's disinfectant qualities. Press and TV used showing an increase in sales which continued into 1979. Attitudes improved and evidence of changes in the product's usage shown in research. Antiseptic image retained whilst disinfectant image increased. ;---(TAGS)--- Full Title: Dettol - a case history ; Number: 1980/17 ; Brand Name: Dettol ; Client: Reckitt & Colman Pharmaceutical Division ; IPA_ProductCoding: Household (Household chemicals inc. freshners, insecticides) ; Agency: D'Arcy MacManus & Masius ; Author: Angus Thomas, Andrew Roberts, Gerard Smith, Mia Ospovat ;