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

New advertising campaign, 1983-4, to brand Scotch video tapes and make them leader in a market which no brand was dominating.
Agency: WCRSAuthor: 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...

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