Agency: Butterfield Day Devito Hockney | Author: Lorna Young |
Uvistat: Against all odds
INTRODUCTION
This case-study describes the sales success of Windsor Pharmaceuticals' suncare brand, Uvistat, from 1988 to the present day, and demonstrates the genuine and lasting contribution the brand's advertising strategy and execution has made to this success. An examination of the effect of other brand and market variables leads us to conclude that the placing of a distinctive advertising message in selected media was the major contributor to the sales success of the Uvistat relaunch in 1988, and this also played a key role in the...