Qualitative research into Johnson's wax sparkle 1979 advertising development

Date of publication: March 1, 1979

Abstract:

It is intended that Sparkle will receive a fresh, new advertising approach in 1979. A broad strategy for this has been developed and majors on the need to:

1. More closely define the emotional pay-off for using a cleaner-shiner/Sparkle;

2. Reinforce and amend the Sparkle brand personality.

Foote, Cone & Belding have developed 5 advertising ideas that attempt to explore routes towards these two goals. The research was required to evaluate the routes and the ideas themselves. 

CRAM/Peter Cooper Archive

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