Using advertising to connect with consumers
A Jeyes case study

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Page 2: A mature market

Jeyes 7 Image 2The in-cistern sector was established in the 1960s. Then it was seen as an easy way to create an on-going sense of toilet cleanliness. Simply by placing a special block inside the toilet cistern, every flush would yield a dose of (usually) blue water that became the symbol of a clean toilet. One of the brands operating in this sector was Jeyes Bloo. By 1981, Jeyes Bloo had a market share of almost 40%.

However, by the end of the 1990s, Bloo was starting to look rather tired. While it remained brand leader within the in-cistern sector, it was now delivering fewer sales than own-label brands. Worse still, the in-cistern sector was in gradual decline. In the late 1990s, competition emerged with the arrival of new liquid rim products. These delivered a fragrance from a plastic cage clipped against a toilet rim. They had two advantages. They appeared more modern to consumers and they were positively associated with fresh, contemporary fragrances.
Bloo seemed dowdy in comparison. The link to odourless blue water now seemed old-fashioned and while a number of variants had been introduced to help the brand, they seemed unable to drive forward either Bloo or the in-cistern sector.

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