Magazine article Marketing

Recall: Adwatch 08.10.08 - Daz Liquitabs

Magazine article Marketing

Recall: Adwatch 08.10.08 - Daz Liquitabs

Article excerpt

The addition of some familiar faces transforms a good idea into an effective campaign.

Today's branded content 'pioneers' don't often mention that Procter & Gamble invented engaging, ad-funded programmes in the 30s (originally on radio, later on TV) - we call them 'soap operas'.

Daz's latest campaign uses owner P&G's original insight. Modern mums aren't interested in laundry science. Or saving polar bears. They are likely to see dirty clothes on their kids as a sign of failure, not a badge of good parenting. Give them a bit of escapist, lighthearted melodrama, however, and they are yours.

P&G once seemed to believe that to entertain was outside the remit of advertising, so it is heartening to see it now embrace entertainment's power.

We have seen 30 episodes of 'Cleaner Close' since 2002, so one has to assume it is working for the brand.

However, while I have respected this campaign, I have never really liked it. …

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