Jungle Formula: From repellent to compelling or how Jungle Formula took the sting out of summer
Jungle Formula operated in a category with no major investment in communication for two decades, relying instead on the summer season to drive growth year-on-year. However, the credit crunch of 2009 affected the brand, with the first fall in foreign holidays since the 70s meaning the category declined. To address this, a TV campaign in the summer of 2010 was aimed at broadening the appeal of the brand and building fame in time for the holiday season. Within six months perceptions of Jungle Formula were changed. Most importantly, despite the lack of historical data, they demonstrated a short-term ROMI of just over 1:1.03, securing funding for new marketing investment for the following year.