Agency: Ogilvy & Mather | Authors: 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 –...