Bassett's Liquorice Allsorts: The Day the World Turned Bertie

John Bunyard

Repeats the story of the relaunch of Bassetts Liquorice Allsorts in 1987 (for details see no. 4294) and brings it up to date.
Agency: AyerAuthor: John Bunyard

Bassett's Liquorice Allsorts: the day the world turned Bertie

A DRAMATIC ABOUT-TURN

This is the story of a volte-face: the dramatic reversal of a famous old brand's chronic misfortunes. So conclusive was this about-turn that, within five years, its annual sales had grown by well over one-half, without the aid of heavyweight advertising budgets.

Though the 1987 relaunch of Bassett's Liquorice Allsorts involved a complete revamp of the brand mix, econometric modelling has shown advertising to be cost-effectively responsible for a substantial proportion of the brand's renewed growth. Moreover, this was no...

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