Croft Original 'One Instinctively Knows When Something Is Right'

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977 (see earlier papers nos.
Agency: Young & RubicamAuthor: Melanie Haslam

Croft Original

'One Instinctively Knows When Something Is Right'

INTRODUCTION

Croft Original pale cream Spanish sherry was launched by IDV in 1966. As the very first light-coloured sweet sherry, it represented a challenge to both the conventions of a traditional, conservative market and the dominant brands of three, well-established sherry shippers Domecq, Harveys and Gonzalez Byass. However, as we aim to show in this paper, it was the Jeeves and Wooster campaign, introduced in 1977, that fully realised the potential of this challenge. In the 197781 period, Croft...

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