Lever Brothers is running ads on TV and in the women’s press next week to launch the Country Garden version of the fabric conditioner brand Comfort. Country Garden will replace its green bottle equivalent, Island Fresh – dropped because of poor sales. The ad campaign for Country Garden will focus on the emotional values attached to the brand name and scent. The women’s press ads use peel-and-sniff cards, containing the new scent. Comfort regained its position as market leader from Procter & Gamble’s Lenor in April. According to Nielsen figures, Comfort’s market share by value has increased from 35.3 per cent on January 21 to 37.4 per cent on June 10. Lenor’s share decreased from 38 per cent to 36 per cent in the same period.
Brands including Just Eat, Tesco and Mars put forward a team for last week’s event, which was described as the “de facto welcome back” for the industry, following 18 months of Covid-19.
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Cutts joined HSBC in 2017 following lengthy stints at a number of major brands, including GSK, Mondelez and Meito-Adams.
Heinz is launching a campaign to promote the versatility and health credentials of baked beans, as it pays homage to its famous strapline while “evolving conversations” around the brand.