Old Brands Never Say Die: How Bovril, One of Britain's Oldest Brands was Given a new Lease of Life

Richard Auton

Campaign to rejuvenate a very old brand which had gone into steep decline in 1970s and 1980s. Decision in 1983 to renew brand and reverse this trend.
Agency: Ogilvy & MatherAuthor: Richard Auton

'Old brands never say die'

How Bovril, one of Britain's oldest brands was given a new lease of life

SUMMARY

This paper concerns itself with the fortunes of Bovril paste. The brand is over 100 years old, having been launched in 1885. It grew to fame in the period between and just after the two World Wars, but since the mid-1960s has been in overall volume decline. This decline became particularly acute in the late 1970s and early 1980s such that by 1983 the volume stood at only 68% of its...

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