Number two or die

Clare Nunneley and Sigrid Jakob

Lucky Lotto was a small charity scratchcard operator before the market was suddenly expanded by Camelot in 1995.
Agency: Bartle Bogle HegartyAuthors: Clare Nunneley and Sigrid Jakob

Number two or die

INTRODUCTION

In March 1995 Camelot launched National Lottery Instants, creating almost overnight a bigger market than that for bread or tea. It rapidly became obvious, however, that for reasons we will outline, there were not rich pickings for all. Instead this was a market with room for only one other major player. The brand that gained number two position to Instants' inevitable number one could grow business volume and profitability significantly - the rest would be fringe contenders struggling to maintain adequate profit levels....

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