Subject Index
 

The available budget would not stretch to making a series of TV commercials and it was decided to use radio. This resulted in increases in awareness and sales.

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 ...

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 ...