Agency: BMP DDB | Authors: Matt Willifer, andrew Deykin and Richard Reynolds |
Terry's Chocolate Orange: A Big, Bright, Orange Future
INTRODUCTION
This paper will demonstrate how advertising has helped the management and growth of a portfolio.
It will show how advertising helped to stretch a brand. It did this by creating a very famous campaign, which managed to deliver both an overall brand message andmessages tailored for individual variants. Consequently it not only dramatically increased sales for what was being advertised it also resulted in halo effects for the wider portfolio. For...