Solvite - How incredible advertising power helped Solvite add real value to the wallpaper adhesive market

The advertising history of Solvite adhesive since 1978. Describes how consistent modest spend of £12 m per year on a consistent TV campaign theme generated a cumulative price premium (which alone covered all ad-related costs), and has supported brand share growth to leadership, creating a long-term payback more than £65 million.
Agency: BDH TBWAAuthors: Roger Ward, Rebecca Durrans and Paul Keen

Solvite: How incredible advertising power helped Solvite add real value to the wallpaper adhesive market

INTRODUCTION

Solvite is, in many ways, the product of its advertising history. It represents incredible sticking power. However, it outperforms its competitors only in the mind. It's a famous brand, distinguished by big images: the man stuck to the board, the helicopter over Miami, the sharks, snakes, the space shot ride. Yet it's a small business being leader of a market worth just 31.4 million in 1999. It sells far...

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