Ready Brek - Killing the Goose that laid the Golden Egg

Richard Huntington

What do you do when you own one of the best-loved properties in British advertising, but one that no longer does anything for your brand? Is the affection and warmth bestowed upon the brand because of that property enough to justify its preservation or do you bite the bullet and follow a completely different route, running the risk that you might be destroying something irreplaceable? Planning not only raised and answered these questions for Ready Brek but also provided the confidence to leave the glowing boy and 'central heating for kids' behind forever.
Agency: Abbott Mead VickersAuthor: Richard Huntington

Ready Brek - Killing the Goose that laid the Golden Egg

THE ROLE OF PLANNING IN FREEING READY BREK FROM 'CENTRAL HEATING FOR KIDS'

What do you do when you own one of the best-loved properties in British advertising, but one that no longer does anything for your brand? Is the affection and warmth bestowed upon the brand because of that property enough to justify its preservation or do you bite the bullet and follow a completely different route, running the risk that you might be destroying something irreplaceable?

Planning...

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