How a Shift in Media and Copy Strategy Helped British Gas to Consolidate its Position in the Market

Alison Turner

Launch, 1987-9, of a new low cost product in the central heating market. The market is described, and the opening for a product with low capital cost.
Agency: Young & RubicamAuthor: Alison Turner

How a Shift in Media and Copy Strategy Helped British Gas to Consolidate its Position in the Market

INTRODUCTION

This case history deals with the national launch of a new, low cost product in the central heating market, by British Gas, and details the contribution of a national press advertising campaign to the success of the launch.

The new product was first promoted nationally in autumn 1987, supported by a television campaign (October-November 1987) and from September 1988 onwards by a press campaign which ran until the end of 1989....

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