Agency: Newlands Knight And Round | Authors: John Flaherty and Roger Pratt |
Benylin: Effective Use of Advertising to Increase Sales and Market Share
INTRODUCTION
This case history recounts the success of a television campaign for the cough treatment Benylin during the period April 1985 to May 1986. The campaign was a notable success for a product which had never advertised direct to the consumer before; over a year in which competitive volume fell by 3%, Benylin volume grew by 11%.
Benylin had been brand leader for many years. This case history shows how an unexpected development in a...