Going for Gold - How Advertising Helped Build Back Volume and Share for Kodak Colour Print Film

Janet Hull

1987 campaign to revitalise Kodacolor GOLD film. In a period of dynamic growth, 1980-5, Kodak experienced steady decline in share, and by mid-1986 were losing volume.
Agency: Young & RubicamAuthor: Janet Hull

Going for Gold

How advertising helped build back volume and share for Kodak colour print film

BACKGROUND

The Kodak account transferred to Young & Rubicam in June 1986.

The advertising described in this case-study was developed over the period June 1986-March 1987, and was aired in the period April-August 1987.

The evidence for advertising effectiveness is drawn from advertising and sales results before and after the advertising period and up until the end of December 1987.

INTRODUCTION

This case history seeks to demonstrate how an appropriate change in...

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