How Advertising Helped Make Krona a Brand Leader

Stephen Benson

First prize in the first IPA competition. History of the move to margarine from butter is summarised: Krona was the first UK brand to be launched which looked and tasted the same as butter (based on a successful development by Unilever in Australia).
Agency: Davidson PearceAuthor: Stephen Benson

How Advertising Helped Make Krona a Brand Leader

INTRODUCTION

This case history analyses the launch of Krona margarine, a new product from Van den Berghs, into the Harlech and Westward TV areas.

The brand was sold from 9 October 1978 and TV advertising broke on 20 October 1978. The case history covers a period of twelve months from launch in the two test areas.

Krona was launched to exploit the widening gap in price between butter and margarine and to attract butter users who were trading down. The brand succeeded...

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