Agency: Young & Rubicam | Authors: Neil Liddle and Dave Cockburn |
Clover: The Launch of a Dairy Spread
This paper evaluates the contribution of advertising to the successful test market launch of Clover, a new product with the spreadability of soft margarine and the taste of butter. Dairy Crest's overall objective in launching Clover was to secure for the company a larger and more profitable share of the UK yellow fats market.
The brand was launched in the Central TV area in September 1983 on a platform of spreadability combined with a dairy heritage.
Test area volume...