Johnsons's Clean & Clear: Getting real about global advertising in a local market

Launched in 1992 the brand was initially supported by a UK adapted US campaign in TV and press. In decline and under competitor pressure in 1996 a new approach was recommended. With a new press and TV advertising share value increased, penetration reached the lead in the young people target group (325% increase). ROI 17%-42% assuming profit margins between 50% and 70%