Agency: Bartle Bogle Hegarty | Author: 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...