Champagne Lanson: Why Not?

Describes a 5-year period (1985-9) in the development of Champagne Lanson in the UK. Background description of the champagne market, the market in the UK, and Lanson's special characteristics.
Agency: Saatchi & SaatchiAuthor: Amelia Reynolds

Champagne Lanson: Why Not?

INTRODUCTION

This paper charts a five-year period (19851989) in the successful development of Champagne Lanson in the UK market. Lanson began this period with a new distributor, a commitment to brand marketing and, for the first time, an advertising agency. The 'raw material' was excellent: a high quality product, a Grande Marque heritage and reasonable sales. Despite this, Lanson had low awareness, little real consumer franchise and, in consequence, a weak price position. Five years on, Lanson has greatly improved its price position,...

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