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没有童话
案例简介：摘要: 面对日益严重的经济衰退，仙女液体消费者对价格越来越敏感，转而购买更便宜的产品。宝洁公司决定通过重新发明其遗产来找回仙女的品牌爱。为此，他们借鉴了 30 多年的广告，确定了仙女成功的三个关键特征: 关怀、价值和文化洞察力。 宝洁做出了增加媒体投资和实现之前设定的所有目标的大胆决定 -- 考虑到经济环境，这个决定尤其勇敢。 目标是分别在英国和西班牙增加价值和收入份额，在经济衰退的情况下提高仙女的价格溢价，并改善价值观念。英国的收入份额分别增长到 65.5% 和 48.1%，超过了 50% 和 45% 的目标。英国的价格溢价从 44% 上升到 66%，西班牙的价格溢价从 73% 上升到 88%。 最重要的是，它带回了人们对品牌价值的信念，证明了它的价格溢价，并重新点燃了消费者对品牌的喜爱和偏好，恢复了成长的童话。
没有童话
案例简介：SUMMARY: Faced with the growing recession, Fairy liquid consumers were becoming increasingly price-sensitive, switching to cheaper products. P&G decided to bring back Fairy’s brand love by re-inventing its heritage.To do this, they drew on over 30 years of advertising and identified 3 crucial characteristics of success for Fairy: care, value and cultural insight. P&G made the bold decision to increase media investment and achieve all goals previously set - a decision that was particularly brave given the economic environment. The goals were to grow value and revenue share in the UK and Spain respectively, increase the price premium for Fairy despite the recession and improve value perceptions.The campaign was a commercial success. Revenue share grew in the UK to 65.5% and 48.1% in Spain – exceeding the 50% and 45% targets.Price premium increased from 44% to 66% in the UK and 73% to 88% in Spain. Most importantly, it brought back people’s belief in the brand’s values, justified its price premium and re-ignited the affection and preference consumers had for the brand, restoring Fairy to growth.
No fairy tale
案例简介：摘要: 面对日益严重的经济衰退，仙女液体消费者对价格越来越敏感，转而购买更便宜的产品。宝洁公司决定通过重新发明其遗产来找回仙女的品牌爱。为此，他们借鉴了 30 多年的广告，确定了仙女成功的三个关键特征: 关怀、价值和文化洞察力。 宝洁做出了增加媒体投资和实现之前设定的所有目标的大胆决定 -- 考虑到经济环境，这个决定尤其勇敢。 目标是分别在英国和西班牙增加价值和收入份额，在经济衰退的情况下提高仙女的价格溢价，并改善价值观念。英国的收入份额分别增长到 65.5% 和 48.1%，超过了 50% 和 45% 的目标。英国的价格溢价从 44% 上升到 66%，西班牙的价格溢价从 73% 上升到 88%。 最重要的是，它带回了人们对品牌价值的信念，证明了它的价格溢价，并重新点燃了消费者对品牌的喜爱和偏好，恢复了成长的童话。
No fairy tale
案例简介：SUMMARY: Faced with the growing recession, Fairy liquid consumers were becoming increasingly price-sensitive, switching to cheaper products. P&G decided to bring back Fairy’s brand love by re-inventing its heritage.To do this, they drew on over 30 years of advertising and identified 3 crucial characteristics of success for Fairy: care, value and cultural insight. P&G made the bold decision to increase media investment and achieve all goals previously set - a decision that was particularly brave given the economic environment. The goals were to grow value and revenue share in the UK and Spain respectively, increase the price premium for Fairy despite the recession and improve value perceptions.The campaign was a commercial success. Revenue share grew in the UK to 65.5% and 48.1% in Spain – exceeding the 50% and 45% targets.Price premium increased from 44% to 66% in the UK and 73% to 88% in Spain. Most importantly, it brought back people’s belief in the brand’s values, justified its price premium and re-ignited the affection and preference consumers had for the brand, restoring Fairy to growth.
没有童话
暂无简介
No fairy tale
暂无简介
基本信息
- 广告战役： #No fairy tale#
- 广告品牌： Fairy Liquid
- 发布日期： 2014-06-01
- 行业领域： 卫生清洁 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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