Mr Muscle: The Strength of Mr Puny

Launch of the Mr Muscle range of household cleaning products. TV in 4 regions, rolled-out nationally later. A lighter tone was used in the advertising compared with traditional cleaning products. Results: growth in awareness, distribution target 40% exceeded in one year from launch, rate of sales correspond to advertising, brand leadership for key products. Brand earned £8 million profit since launch, for relatively low advertising and share of voice.