Hey Babycham

Babycham was over 35 years old, the first alcoholic drink to be marketed to women. By 1982, research showed that the brand lacked saliency: old-fashioned, not a brand to be seen asking for, too `little woman', only for rare occasions.
Agency: Saatchi & SaatchiAuthor: Rita Clifton

Hey Babycham

SUMMARY

Babycham the brand is over 35 years old, and was the first alcoholic drink specifically marketed for women. It was originally built by advertising, and econometric analysis today shows that advertising continues to be effective in generating its sales. However, the 'Hey Babycham' paper demonstrates how a new energy and boldness in planning and creative execution in 1986 was the main contributor to a dramatic 20% lift in total sales, and a 27% increase in net profit. This performance was even more remarkable in view of vigorous competition...

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