Marketing Sleep: The Relaunch of Karvol

First prize in the `established goods & services' section. History of the brand: following the 1985 introduction of the `Limited List', the brand was vulnerable since it had a `P' (Pharmacy only) status; competitors with `GSL' (General Sales List) status would have access to more outlets over the counter.
Agency: BMP DDB NeedhamAuthor: Diana Redhouse

Marketing Sleep: The Relaunch of Karvol

INTRODUCTION

It could be said that there are two distinct if not separate effects of advertising: a short-term effect which stimulates additional sales over a defined and limited period of time; and a longer-term effect which contributes to the more enduring 'saleability' of a brand.

This paper sets out to demonstrate how a brand made vulnerable through restricted distribution, and a fragile consumer base, used highly creative advertising to achieve short-term sales growth and to contribute to longer-term brand development and 'saleability'.

BACKGROUND...

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