Magazine article Marketing

Abbey National Keeps Up the Pressure as Big Dom Bites the Dust

Magazine article Marketing

Abbey National Keeps Up the Pressure as Big Dom Bites the Dust

Article excerpt

The Abbey National keeps up the momentum behind its advertising this week with a new campaign which puts it in the banking rather than the building society area. Abbey has recognised the advantages of consistent advertising weight and is moving to a pre-eminent position. It scores 75% recall in this week's survey.

"Big Dom" has been laid to rest for a while, as the Domestos bottle s reshaped for action. Showing more positions than the Karma Sutra an industrious houseperson squirts it everywhere. Getting under the rim has always been a consumer problem and one which Domestos has "ducked" for a long time. If you want to respond to consumer demand - you get in shape. Domestos is all over the place at 74% recall.

All eyes have quite naturally been on the creative work emanating from the new Rover agency. The 200 series gets the treatment this time in a commercial designed to put across the diversity of the range. …

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