How Olivio learned to enjoy life with retailer brands

1996 relaunch campaign for Olivio (first launched 1991), a reduced-fat spread made with olive oil. Threat from retailer's brand (ROB), esp.
Agency: Bartle Bogle HegartyAuthor: Dylan Williams

How Olivio learned to enjoy life with retailer brands

INTRODUCTION

The inexorable rise of Retailers Own Brand (ROB) is one of the marketing dilemmas of the Nineties:

History tells us that nobody is safe;

In 1994 Sainsbury launched Classic Cola directly against the giants. This proved highly successful, taking over 60% of the cola market in Sainsbury compared with only 20% for own label previously, and this share has been held...

Source: Admap. 1995

Conventional...

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