The Relaunch of Cow & Gate Baby Meals

Second prize in small budget section. Describes the successful relaunch of the brand after disappointing sales and no consumer advertising for over two and a half years.
Agency: Abbott Mead Vickers/SMSAuthor: Linda Caller

The Relaunch of Cow & Gate Babymeals

INTRODUCTION

This paper describes a genuine sales success story for Cow & Gate babymeals. Against a background of disappointing sales and an absence from consumer advertising of over two and a half years, the brand reacted strongly to advertising in support of a relaunch in summer 1983.

The case for advertising's contribution to this success is demonstrated by isolating the effect of other brand and market variables. This examination leads us to conclude that the placing of a persuasive advertising message in carefully...

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