Phileas Fogg: A First Class Story

Launch of a new brand of crisps in a market which was, at the time, becoming undifferentiated and unbranded (for reasons given).
Agency: Bartle Bogle HegartyAuthor: Hilary Woods

Phileas Fogg: A First Class Story

INTRODUCTION

This is the story of four brave men who took on the giants. They started a company and invented a brand. They challenged a multi-million pound market dominated by three manufacturers who, between them, supplied more than three-quarters of the branded and own-label volume. They created a unique product which fought for ground in a market that was becoming increasingly undifferentiated and unbranded.

This is the story of how marketing and advertising worked hand in glove to establish a profitable niche for the...

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