CAREX
PERFECTLY CALM

There was near hysteria about swine flu, viruses, bacteria and cleanliness. It would have been easy for the country’s leading handwash to engage in scaremongering tactics and profit as a result. Easy – but irresponsible.

Reassurance and calm underpinned a campaign that reasserted Carex’s credentials as the clear market leader. A positioning that helped Carex increase its market lead to 26.4%.