Clover: The Launch of a Dairy Spread

Test market launch of a new margarine-like brand with easy spreading and butter taste. Advertising theme capitalised on product's unique combination of benefits.
Agency: Young & RubicamAuthors: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands