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.