Swan Vesta Matches

Nigel Beard

1976-9 campaign to reverse the decline, not only in the brand, but in the entire match market (against lighters).
Agency: Doyle Dane & BernbachAuthor: Nigel Beard

Swan Vesta Matches

BUSINESS BACKGROUND

In 1975, the situation facing Bryant & May in the UK match market was a less than encouraging one. The market had been steadily declining for 15 years, in which time it had lost a quarter of its volume. Bryant & May were the leading manufacturers with about half of the 43million market. Its volume, however, had declined faster than the market expenditure on advertising of 250,000. Bryant & May was losing share to cheaper imported matches which sold in multiwraps and undercut its trade...

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