Subject Index
 

Describes how Baileys, in a declining market sector, was transformed into a new drink: Baileys with ice. This introduced the brand to a new generation of younger drinkers and made it fashionable and d ...

Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983; the 1984-5 `French' campaign (no. 4216) took it to brand leader. By 1987, sales were still buoyant, but ...

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977 (see earlier papers nos. 4086 and 4118), and taking the story up to 1989. The market ...

1988 television campaign to re-vitalise Malibu. In the early 1980s, Malibu was a runaway success as the speciality cocktails market boomed; by the mid-1980s the cocktail fad was over and Malibu began ...

Le Piat d'Or, launched in 1979, had become third in the take-home wine market by Christmas 1983. At end-1983, it was thought that the current rate of growth could not be maintained; a brand review was ...

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977, with more detail than paper no. 4086, and taking the story up to 1981. The market an ...

Describes the success of Croft Original sherry since the introduction of the `Jeeves and Wooster' campaign in 1977. The UK sherry market and consumer profile, and previous advertising, are described. ...

Describes the evolution of the Smirnoff Vodka campaign during the 1970s, a time when vodka's share of the spirits market was growing fast at the expense of gin. Vodka established as second most popula ...