Re-arming the inch warrior. Giving Ryvita a role for the 90's

Miranda Ross

O&M was invited to pitch for Ryvita late in 1995. An exceptionally tight timescale, meagre research information, a budget that could best be described as modest, a new product variant (Multi-Grain) needing launching, and a brief specifying a substantial sales uplift as the advertising objective presented obvious problems.
Agency:Author: Miranda Ross

Re-arming the Inch Warrior: Giving Ryvita a Role for the 90's

This is the story of how a brand symbolising 70's-style slimming two decades after the end of that era was given a new role and relevance for the 90's.

In planning terms, it is a story of persistence in pursuit of a big idea that would form a lasting solution and give the brand a better future. Specifically, this paper will demonstrate how planning pinpointed then re-expressed a core truth about the brand; and secondly, how through continuous involvement in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands