Agency: BDH TBWA | Authors: 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...