Major TV Budget to Profitably Rebuild Brands in Long-Term Decline

Dep Corporation had acquired big-name products in long-term decline, including Lavoris mouthwash, Topol toothpaste and Lilt home permanents. Its market-leading hair gel brand, Dep, was drying up. The company had been using a promotion focused strategy and the biggest brands, Dep and Lilt, had suffered a 3-year, 33% revenue decline.

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