Agency: Advertising Principles | Authors: Ben Leonard |
The Seven Seas Broadcast Sponsorship of Channel 4's Countdown
Background
Seven Seas not only built the Cod Liver Oil market, but has always maintained a brand leadership position, despite competitive brand entries and the predictable onslaught of own label and mail order.
However, from 1996 two new trends emerged
- leakage from the market of existing, regular, heavier brand users (Women aged 55+)
- a slow down in the recruitment of new ...