Agency: McCann Erickson | Authors: Michael Chapman |
Petits Filous – How a little rascal grew up to rule the playground
HOW ADVERTISING GAVE PETITS FILOUS LEADERSHIP IN A CROWDED UNDIFFERENTIATED SECTOR
This is the story of how Petits Filous, a product with functional messages targeted at a niche audience, has been nourished by advertising and grown into a big healthy brand. In just 3 years, the brand stood up to the much bigger playground bullies of Nestlé and Muller and asserted itself to become category leader with a share of 22.7%, in the process growing by 82% to become...