Eva Proctor is a planner in an agency that handles a liquid detergent brand that competes with Lever’s Wisk. Eva is reviewing a history of the Wisk theme “Ring around the Collar.” In its day, it was one of the longest-running themes on television, and Wisk’s sales share indicated that it was successful. What is confusing Eva is that the Wisk history includes numerous consumer surveys that show consumers found “Ring around the Collar” to be a boring, silly, and irritating advertising theme. Discuss why Wisk was such a popular brand even though its advertising campaign was so disliked.

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