The Weet-Bix 'Sugar' Campaign
Stuart Black andJamie Clift
On August 31 of 1996 Sanitarium launched the 'Sugar' campaign. This was a communications campaign that broke with tradition and defied convention. The result was the most successful promotional activity ever undertaken for Weet-Bix.
When considering the results of the 'Sugar' advertising the following points should be kept in mind:
KEY CHARACTERISTICS OF THE BREAKFAST CEREAL MARKET
- It is a mature market with many competitors in which market share movements tend to be relatively...