Magazine article Marketing

The Lever Twins Get a Revamp

Magazine article Marketing

The Lever Twins Get a Revamp

Article excerpt

One product, but two identities. Marketing magazine looks at the European reception given to Vim and Andy's redesigned bottle

Rolling out across Europe currently is a new look for a classic Lever Brothers general-purpose liquid cleaner, known as Vim in some countries, and Andy in others.

The new design, by London-based Klaus Wuttke and Partners, has already appeared in Italy, Spain and Turkey, and the Netherlands in a modified form, and is soon to spread further.

Senior brand manager Carlo Pittis at Lever's Innovation Centre in Milan says that the project is 50% modernisation, and 50% harmonisation. Put another way, the aim is to increase both market share, through a more appealing product, and improved profitability. The latter will come from savings in the "complexity costs" incurred in marketing the brands to specific national requirements.

The bottle shape was determined in advance, and Wuttke won the contract for the graphics treatment in an international pitch. Says Klaus Wuttke, managing director of the consultancy: "The target audience is the housewife who likes to manage the home, who wants the satisfaction of a clean, sparkling house, but also wants time for nicer things. …

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