Bassetts Liquorice Allsorts: How Advertising Turned the Consumer Bertie

George Miller

Brand was in long decline up to 1986; competition from own label, rebagging companies and other manufacturers.
Agency: Ayer BarkerAuthor: George Miller

Bassett's Liquorice Allsorts: How Advertising Turned the Consumer 'Bertie'

INTRODUCTION

This case history does not involve the glamour of large sums of money, but readers should find it interesting because it is a classic demonstration of how marketers in mature markets can use advertising to fight back against the multiple retailer and discount me-too manufacturers who seek to undermine established brands.

Bassett's Liquorice Allsorts (LAS) is a brand that, apart from a short respite during the early 1970s, had been in continued decline since sales hit an all-time high in the...

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