Agency: GJP Advertising

Vex – More Cooler. Less Money

Bronze: Sustained Success

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): March 2005 (F'06)–February 2007 (F'07)
Start of Advertising/Communication Effort: May 2005 (F'06)
Base Period for Comparison: March 2004–February 2005 (F'05)

This is a story of how an edgy and irreverent brand set its sights on becoming a top three category contender, displacing a long-standing leader. It did so without the benefit of a large advertising budget or the flexibility to sacrifice short-term margins for speculative long-term gains. The case covers a two-year period from March '05 (the beginning of F'06) to February '07 (the end of F'07). In total over the two years VEX grew by 24.69% in volume, contrasted to an overall category decline of 2.45%.