The slogan used by Lever’s Wisk liquid detergent “Ring around the Collar,” was long running on television and considering a contributing factor to the success of the company. Although successful, the slogan was consistently viewed as boring, silly, and irritating by consumers. Wisk liquid detergent is a good example of how a campaign overwhelmingly viewed as negative does not mean the campaign is unsuccessful. When examining the Facet Model of Effects, it is clear that Wisk relied on the perception facet to brand the product. Through the advertising slogan “Ring around the Collar,” Wisk was able to great awareness and recognition of the product. When shopping for liquid detergent, a customer is easily able to recall the annoying slogan that
