Daz winds up ten years of 'doorstep challenge'

Procter & Gamble is axing its Daz 'doorstep challenge' after ten years and replacing it with a soap opera-style advertising campaign.

The challenge has been fronted by numerous celebrities, including Danny Baker, Michael Barrymore and, more recently, Shane Richie, but is now perceived as being old-fashioned.

The new ads, by Leo Burnett, follow the theme of a fictitious soap set in 'Cleaner Close', with the first two ads called 'Grubby Affair' and 'Surprise Prescription'. The ads follow the lives of characters in Cleaner Close.

Daz cast the ad after placing a notice in The Stage, asking for actors to be part of a new soap opera.

P&G believes the work will re-engage the brand with former loyal customers.

Daz had sales of £73m in 2001 and ranks fourth in the soap powder market, according to Mintel.

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