How Advertising Helped Crown Restore Pride In Its Trade Business

Crown Trade operates in what has been regarded as a functional market where brand and product choice is made on purely rational grounds.
Agency: Cheetham BellAuthors: Katrina Michel
Agency: BDHTBWAAuthor: Christian James

Area Awards 1999

Crown Trade

How advertising helped Crown restore pride in its trade business

INTRODUCTION

This case study sets out to demonstrate how an advertising strategy not only successfully translated across various media but was fundamental in repositioning and rejuvenating a 40 million brand.

In a sector characterised by its conservatism, it will show how a campaign that broke with the conventions brought a dramatic increase in sales, at a time when the market was static and the fight for market share was destroying...

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