Warc index
 

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'. The ...

The flexibility and cost effectiveness or radio provided Jacob's with the ideal opportunity for a campaign to announce Yum Tums to mothers. Sales volume increase by 33.5% between February and March ...

This 1998 paper describes how the 'Christina' campaign - featuring British actress Cherie Lunghi - helped Kenco Coffee (Kenco Jacobs Suchard) to add value in terms of building sales, strengthening the ...

When instant coffee technology was primitive and ground coffee was foreign, Mellow Bird's was the powder coffee for a nation of tea drinkers. Then UK consumers started to prefer stronger, continental ...

Story of a consistent, long-running campaign developing and sustaining the brand; for the launch and its success, see paper no. 4554. The launch worked by making both the main brand and a light varian ...

This was a case of planning, not changing the strategy, but refining the insight. It is about reinvolving the mother in the advertising through the pivotal role of Dairylea in the mother/child relatio ...

This paper shows how a series of planning insights enabled Kraft Jacobs Suchard to realise, refine and revitalise one of the most valuable assets in the confectionery market - Harry Enfield's inimitab ...

Describes the 1987-93 campaign for Philadelphia (see also paper: Kraft Philadelphia - The Philadelphia story). The launch of a 'light' version in 1986 had left the 'regular' version suffering: this le ...

Advertising relaunch 1984-6, which grew the brand and its share of the decaffeinated coffee market sector to which it belongs. History of the sector summarised. Problem: sales were growing, but share ...

Re-establishing a leading brand in what had become a commodity market. Market background and Kraft's main problem of profitability are summarised. Brand had hitherto been unsupported. Research (Consum ...

Dairylea cheese had been in long-term decline since 1973; the reasons are summarised. By 1979-80 real advertising expenditure had slipped back markedly, and price-based competition was making inroads. ...