Research looked into the existing brand, within this it touched on their adverts,
what Glade stands for and current existing cleaning adverts and what makes these successful.
Existing Brand
what Glade stands for and current existing cleaning adverts and what makes these successful.
Existing Brand
- Keep floors loveable
- Powdered carpet freshener
- First sold in 1979
- Television advert voted most popular in Britain in 1980s, produced by Benton and Bowles advertising agency.
- Eliminate deep-down odours
- A fresh home
- Something soft and loving to come home to
- Eliminates pet, tobacco and cooking odours
- Keep out of reach from children
- Remove pets from the room
- Shake bottle from side to side, then wait a few minutes to vacuum.
History of Glade
- Owned by SC Johnson and Son
- Brand of household air fresheners first introduced in 1956
- Worldwide Brand (Needs to be understood globally/internationally)
- Transform any space with fragrance
Competitors
- Vanish
- Dr Beckmann
- Bissell
- Rug Doctor
- 1001- Main competitor as closest to purpose of eliminating odor and not removing dirt/ stains.
Shake N Vac cheapest option in ASDA
Audience
Why keep carpets clean?- *Remember* Shake N Vac only tackles odor
- Prolonging carpet life
- Removes Spots and Stains
- Improves air quality
- Eliminates bacteria, mites and allergens
- Enhances appearance
- Can improve employee productivity in workplaces
How to keep carpets clean?
- Using powder for tackling stains and dirt is quick and easy.
- Shampoos take ages to dry.
- Powdered products can be vacuumed up much quicker.
Current successful cleaning adverts
- Also see print ads page
Why are they successful? Key insights:
- You become used to a smell/ “nose blind” but when other people visit they can smell it stronger- do other people a favour
- Dogs create mess and enjoy leaving their mark around the house.
- You never notice how clean clothes are on screen- it isn’t natural, it’s Tide.
No comments:
Post a Comment