Qualitative research into Johnson's wax sparkle 1979 advertising development

Date of publication: March 1, 1979


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


This is a long description of some author details.

  • PDF