Q - R: Rowntree

 

The 'launch' of Polo Gummies demonstrates how planning resolved a complex series of seemingly contradictory advertising and strategic requirements, to create a simple, vivid brief that focused on the ...

Nestlé Rowntree briefed Ammirati Puris Lintas to launch a new variant of Rowntree's Fruit Pastilles, Funshine. The objective of this launch was to get children to buy the sweets for themselves and hel ...

Relaunch of Polo with new variants, 1994-6. Marketing background described: threat from Trebor range. Qualitative research showed Polo no longer seen as special: penetration, sales and share all decli ...

Sales of this brand had declined after price increases in 1977 and again after advertising was withdrawn in 1978. Sales stabilised in 1981, at half the 1978 level. During 1981 the chocolate countline ...

The rescue of an old-established, dying brand. Sales had fallen to lowest point by 1980, at a time when the whole market (chocolate biscuit countlines) was buoyant: brand had no advertising 1979-80. S ...

1976-1980 launch of a Rowntree countline brand. The opportunity was seen as a brand whose appeal would not be based on ingredients; research showed that many competitors identified by ingredients fail ...

Launch of Yorkie (1976-9), 'one of the most remarkable successes ever in the UK confectionery trade'. Rationale and development of the brand described. Initial launch in London, March 1976, rolled out ...