In a market where a loyal customer counts as someone who buys your product 4 times a year (washing powders), it’s always difficult to keep people interested. Let’s face it: nobody spends their whole day thinking about washing powder.
Especially in the summer, lots of Mums and Dads are on holiday or away, out and about in the evenings and not stuck in front of the TV. So big spenders on TV, who normally practise drip advertising (drip-drip-drip), have to switch money away from above the line (ATL) and go below the line.
I’ve noticed that Persil in Germany does this every summer. Here’s one of their recent summer campaigns, placed in a women’s magazine (“The big freetime promotion – 4 euros off a selection of amusement parks”):
What’s nice about it is the way it encourages you get those kids even more dirty! But at least it’s a way to keep the channels of communication open.