Climbing a Mountain - The Launch of Tudor Specials

Jem Keen and John Robson

Launch of a new premium range for Tudor Crisps in Scotland, the North East and Ulster, 1991-2. Marketing background and rationale explained.
Agency: Abbott Mead VickersAuthors: Jem Keen and John Robson

Climbing a Mountain - The Launch of Tudor Specials

INTRODUCTION

This paper describes the way in which advertising played an essential part in the successful launch of Tudor Specials - a premium crisp range launched as a line extension from the Tudor brand in Scotland, the North East and Ulster. In particular, the case illustrates how a limited budget was given far more impact by the imaginative 'recycling' of an old-established advertising idea which everyone had assumed to be worn out.

Tudor is a sizeable crisp brand...

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