Page 1: Introduction
Advertising is a tricky business. Successful advertisers are those who, over the long term, make the fewest mistakes. No matter how well an advertisement is produced, there is no way of guaranteeing that an advertising campaign will be successful. What looked like a good idea when conceived and trialled may, with hindsight, turn out to have been not so good after all.
As a creative promotional tool, advertising has one major advantage. Millions watch TV and read newspapers, and advertising has a potentially low cost when measured per person reached. However, adverts are inflexible; the same TV commercial goes into every home. This gives advertisers a targeting problem. An advert that ‘works’ with one age group eg young homeowners may offend another eg the over 60s. So, a poorly constructed, ill-considered advert may do more harm than good. Creating an advertisement involves several stages:
1. Decide on the message to be conveyed.
2. Decide on the media for carrying the message eg TV, radio, newspaper.
3. Decide on the ‘vehicle’ or format eg a cartoon approach, or using a celebrity.
4. Form a good idea and develop it creatively in a way that matches the qualities of the product with the needs and requirements of targeted consumers.
Advertising toilet products is not easy. For most people, wash basins, WCs, kitchen sinks, U-bends etc lack the appeal of, say, pistes or pizzas. In the past, advertising for toilet products has tended to be functional and factual, but not much fun. Jeyes decided to do rather better. This case study illustrates how, by developing a creative character for the Jeyes Bloo product range, the company provided positive messages that transformed its fortunes in the in-cistern sector of the toilet products market.
Jeyes has a long and distinguished history. The company began in 1877 with ‘Jeyes Fluid’ and ever since then has been a market leader in disinfectants, a category of product that Jeyes created and developed. Today the Jeyes company is part of IWP International plc, a Dublin based household and personal care group. The wide range of Jeyes’ products is found in 66 countries worldwide. They are used in all parts of the home and outside too. The company supplies own label products to major retailers, supplies technology for leading multi-national marketing and distribution companies and also has its own well known brands eg Parozone, Kleenoff, Bloo, Quickies, Wet Ones and Jeyes Fluid.
This case study concentrates on one of those brands, Bloo, in the UK market and shows how Jeyes has been successful in giving it new life.