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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
As we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Michelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
Marketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.