Butter: 'In the realm of the senses'

Anthony Tasgal

Butter sales in the UK were falling, thanks mainly to the increasing popularity of healthier alternative spreads.
Agency: Euro RSCG Wnek GosperAuthor: Anthony Tasgal

Butter: in the Realm of the Senses

 

THESIS

By 1989, butter sales had been evaporating at a consistently alarming rate. In the mid to late-1980s, its advertising had sought to stem the flow by appealing rationally and directly to its lost users.

By examining panel data and using qualitative data judiciously, a new spin was put on market and attitudinal segmentation: abandon loyalists (they will cling on come what may) and concede that lapsed users are a lost cause. Instead, acknowledge the volumetric significance of dualusers,...

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