Giving a brand options: how advertising helped reverse the decline of Impulse

This 1998 paper shows how advertising (O&M) changed the decline of Impulse body spray, for both the long-term and the short-term performance.
Agency: Ogilvy & MatherAuthors: Jason Chebib and Simeon Duckworth

Giving a brand options: How advertising helped reverse the decline of Impulse

INTRODUCTION

In 1995, when Ogilvy & Mather were invited to work on Impulse in the UK, the brand was in long-term decline. Its fundamental problem was that its target audience no longer considered it relevant. Although few brands manage to stabilise a market situation gone sour, and fewer still reverse a downward trend, Impulse succeeded in turning its decline around. By re-establishing the brand's relevance to its audience, advertising played – and continues to play –...

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