Limelite: The Launch of Limelite
Limescale problem described and product described, research suggested strategy to educate housewives that limescale was a serious problem and product was an effective solution. Campaign rolled out in 1991, initially in London with immediate sales effect, growing by 24% in March-May and after full roll-out by September to 222% higher than previous December. Increased awareness and trial. Millward Brown evidence proved ad communicated as intended.