Subject Index
 

Campaign (2000 - 1) to revitalise Jeyes Bloo, long the brand leader in the lavatory block sector. This sector in decline in face of new fragrant liquid rim products. New variant, Bloo `n' Bleach, and ...

In recent years, all major supermarkets have sought to use their advertising to promote the quality of their offering, with value and prices as a secondary underpinning to this strategy. At the beginn ...

Notwithstanding government at pressures to increase the amount of glass recycled by the British public, the fact remains that the UK has one of the worst recycling track records in Europe. Because of ...

Most people had a jar of jam tucked away in their cupboards, but few bought jam on a regular basis. A major reason for this was that none of the main jam brands had been advertised in recent years - t ...

By the late 1990s, to the majority of British housewives the idea of fish pastes or meat spreads as a family sandwich-filling staple had become an anachronism. The product category had suffered from a ...

How the Vegetarian Society repositioned itself on a very small budget, 1995. Object was to attract new members, by building up the Society as a brand. Strategy: to make a big noise, to attract first y ...

Direct response TV campaign, 1994, to launch the Glow-worm `Energysaver' range of boilers for Hepworth heating Ltd. A 30 second DRTV commercial was used in two Channel 4 area tests (Midlands and South ...

Launch of a new countline from Fox's Biscuits, aimed at young people ('aspiring adults') aged 8-14. Research showed that the volume opportunity lay in bridging the gap between grocery biscuits and con ...

This case study summarises a direct response campaign for Glow-worm domestic boilers. The agency explains that this challenged the traditional hierarchy of selling through the trade with the end user ...

This case study describes the launch of Rocky a chocolate biscuit from Fox's. It outlines the research carried out to define the brand's personality and the identification of a significant market gap. ...