Agency: Publicis | Author: Not credited |
Vittel Bonne Source The case
BACKGROUND
The brand
Vittel Grande Source is a highly mineralised still mineral water. It is the second-largest brand in France.
The brand was launched in the UK in May 1991 on a health and vitality platform (the strategy used in France) which, whilst being true to the product, did not differentiate the brand in a motivating way. The launch which was handled by a foreign management without in-depth knowledge of the UK marketing and trading situation was also dogged by a lack of consistent marketing support...