Agency: Kilmartin Baker | Authors: Jeremy Prescott and Julian English |
How a new advertising campaign reversed the long-term decline in sales of The Guinness Book of Records
INTRODUCTION
This is a straightforward case history detailing the effect of a new advertising positioning on volume sales of a long-established product, The Guinness Book of Records. Volume sales in the test area - Yorkshire - rose by 53% year-on-year.
There are a number of relevant observations that can be made:
- A mature product can be revitalised by giving it ...