Going for the Heart of a Market - Kia Ora Orange Squash 1983-86

In 1981, trade research suggested that there would only be room in the squash market for 2 brands plus own label.
Agency: BMP DDB NeedhamAuthor: Antony Buck

Going for the Heart of a Market – Kia Ora Orange Squash 1983–86

INTRODUCTION

In 1981, trade research indicated that the squash market would be rationalised by the major multiples to two brands plus own-label. This case study examines the role played by advertising in moving Kia-Ora from precarious third brand to brand leader in the orange squash market, thus avoiding almost certain and rapid decline.

Market Background 1971–81

During the 1970s the growth in importance of the major supermarket groups, and the increased availability of cheaper own-label products, radically...

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