The first campaign for All from its new United States agency does not look like typical detergent advertising. Indeed, the campaign for All, now on television and in magazines, is as whimsical and
low-key as most ads for laundry products are rational and hard-selling. The goal of the campaign, with a budget estimated at $15 million to $20 million is to differentiate All from its competitors in
a crowded category with pitches that are deliberately at odds with what consumers expect for detergents.
Read the whole story at The New York Times, December 9, 2004
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