Crown Paints - What a difference advertising makes

Nicole Ten Thij, Gareth Rule and Nick Brookes

Crown paint was almost level with Dulux in share in the early 1980s, but by the start of the 1990s this was down to half, and by mid 1990s a third.
Agency: BDH TBWAAuthors: Nicole Ten Thij, Gareth Rule and Nick Brookes

Crown Paints

What a Difference Advertising Makes

 

Introduction

This case study sets out to demonstrate the contribution made by advertising in the resurgence of a once successful but dwindling brand. It will show how advertising that broke the rules not only delivered a significant increase in sales, but also helped re-establish the brands credentials among the retail sector.

All this was achieved at a time when no true functional point of difference existed between the brand and the rest of the market.

Background

Crowns parentage...

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