Agency: Rainey Kelly Campbell Roalfe | Authors: Deborah Mills and David Hall |
Lil-lets - How the brand that whispered, prospered
INTRODUCTION
This paper will show how a strong brand positioning idea, boldly executed in advertising, can enable a smaller brand to act as a giant-killer in the face of competitors with significantly bigger budgets, and can break the conventions which surround a highly sensitive advertising category.
The new advertising campaign for Lil-lets, launched in late December 1994, built a strong new positioning for the brand and reversed the decline in its brand share in the face of the following...