How a new advertising campaign reversed the long-term decline in sales of the Guinness Book of Records

Campaign (1995) to reposition the Guinness Book of Records as a suitable present to give to children.
Agency: Kilmartin BakerAuthors: Jeremy Prescott and Julian English

How a new advertising campaign reversed the long-term decline in sales of The Guinness Book of Records

INTRODUCTION

This is a straightforward case history detailing the effect of a new advertising positioning on volume sales of a long-established product, The Guinness Book of Records. Volume sales in the test area - Yorkshire - rose by 53% year-on-year.

There are a number of relevant observations that can be made:

  • A mature product can be revitalised by giving it ...

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