Deep Clean Denture Cleaner: The effects of television advertising on the launch of Deep Clean

Launch of the first acid cleaner in tablet form in the world, aimed in particular at removing tartar. Pre-launch test showed main interest was in the speed in which the product worked which became the feature of the advertising. National press with some TV was tested in Yorkshire and Lancashire only and showed rapid share growth. Also trail levels and awareness much higher in these areas. Estimate that extra sales compared to non-test areas achieved a profit amounting to 26% of advertising costs