The Revitalisation of Caramac

1990 campaign to revitalise a small, neglected confectionery brand. The rationale is explained.
Agency: Roose & PartnersAuthor: Harold Coe

The Revitalisation of Caramac

SUMMARY

Introduction

The IPA Effectiveness Awards have developed a culture of isolating precisely the impact of advertising on a brand's development from other elements of the marketing mix. This paper argued that, there was another, catalytic, effect of advertising by which consumer advertising impacts beneficially on other elements of the overall mix.

The background to Caramac

Caramac is a hybrid product: its ingredients place it in a sugar confectionery sector, but its presentation to the consumer as a so-called moulded block and its...

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