Wall's: How to save a brand on death row
Enni-Kukka Tuomala and Raquel Chicourel
Campaign details
Client: Kerry FoodsAgency: Saatchi & SaatchiBrand: Wall's
Summary
We are used to judging the impact of planning by looking at incremental success over time. Very rarely does planning actually determine the life or death of a brand. In this case that was precisely the brief: to determine whether there should be any more communications for Wall's, ever.
Following years of decline in volume sales, penetration and distribution, the business, the trade and the audience had lost faith in Wall's....