We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Change of strategy succeeded in reversing product's sales decline. Paper covers reasons for the decline, despite having a positive image competitors were seen as a great threat especially mouthwashes. As press was seen to be more effective 1984/85 print strategy remained with increased spend, encouraging greater use of the product for more purposes. Decline was reversed, Nielsen showed it could only be due to advertising.