Oxo: Preserving the "Capital" of a Profitable Brand

Describes the 'family' campaign for Oxo which began in 1983, its fortunes to 1989, how it maintained Oxo's previously built `brand capital'.
Agency: J Walter ThompsonAuthor: Paul Hackett

Oxo: Preserving the 'capital' of a profitable brand

INTRODUCTION

Oxo has been advertised on TV since the birth of the first commercial network in 1955. Even then, it was an old brand - treading the familiar tightrope between traditional virtue and old-fashioned redundancy. Oxo advertising has continued to face the formidable task of maintaining the brand's position at the heart of contemporary British cooking. A number of campaigns have helped steer Oxo through the changes in social/eating behaviour of the last 35 years. The longest-serving campaigns have been 'Katie'...

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