Health & Beauty (151)
#Winning at number 1
Claims of being #1 have recently gained momentum in Dubai. Nivea, Oreo and Head & Shoulders are 3 brands currently proudly displaying their ‘number 1’ status.
Why it matters
The economic crisis has certainly forced consumers to reevaluate their spending habits and many brands have taken the “quality reassurance” route to maintain trust. What effect will this renewed focus on numbers have on consumers and on the other players in the categories?
Clear Shampoo has already launched a campaign that goes against these claims. A huge billboard on the main highway of Dubai now asks: “Try it first, and then judge who is first”.
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