Archers - How Archers adapted to thrive as our target rejected fuzzy navels in favour of pierced navels

Archers, an alcoholic drink brand, was launched during the 1980s yuppie cocktail boom, but hit a natural growth ceiling with the early 1990s recession.
Agency: Burkitt DDBAuthor: Paul Warwick

Archers: How Archers Adapted to Thrive as our Target Rejected Fuzzy Navels in Favour of Pierced Navels

INTRODUCTION

This paper shows how a new alcoholic drink brand can put down roots and keep them there despite the shifting sands of todays drinking culture. Archers, launched on the back of the 1980s 'yuppie' cocktail boom, soon hit a natural growth ceiling as hedonism turned to austerity in the early 1990s. Nevertheless, an adaptive advertising strategy kick started the brand, encouraged trial, and helped Archers weather further dramatic shifts in drinking patterns. In doing...

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