Agency: WCRS Author: Jeff Meers

3M Scotch Video Cassettes: The Development of a Campaign that Built a Brand Leader


INTRODUCTION

WCRS was appointed by 3M in March 1983 with a clear brief: develop a completely new advertising campaign which would establish Scotch as the leading brand in the blank video cassette market.

3M, quite rightly, believed that the time was right, as no single brand dominated this highly competitive market.

Within three months of the new campaign breaking, Scotch jumped from no. 4 to become the biggest selling brand; after nine months Scotch had further consolidated this position.

This case history seeks to explain the thinking behind the advertising that created a brand leader in a market which had previously been viewed as essentially a commodity market.

MARKET BACKGROUND