Products and services focused on beauty. Includes cosmetics, fragrances, hair products, nail products, etc.; beauty services such as salons, spas, etc.
In order to achieve its long-term vision of category leadership, Degree needed to continue posting aggressive market share gains. New technological advances by key Anti-Perspirant/Deodorant competitors, however, threatened to render Degree's body-heat activated positioning obsolete. Persuasive new Degree advertising overcame this challenge, by accelerating brand trial rates which drove volume/share growth up by +21%. As a result, Degree catapulted from #8 to #3 in the Anti-Perspirant/Deodorant category.
Client: Helene Curtis Industries, Inc.
Agency: DDB Chicago
There's Only One Jeep
Market share and sales for the Jeep Brand began to erode in 1990 as new competitors entered the market. The combined success of the new Grand Cherokee and repositioned Cherokee has resulted in a 145% increase in sales for Jeep since 1992. Additionally, Jeep's share of the compact sport utility segment has increased from 17.3% to 31.5% during this time.
Client: Chrysler LLC
Agency: Bozell Worldwide