Agency: The Morgan Partnership | Authors: Diane Lurie and Alan Clarke |
Forbo Nairn: the King is dead, long live the King
IN A NUTSHELL
Linoleums flagging fortunes have been revitalised. Where there was consumer derision there is now interest. Where there was decline there is now growth and a bright future.
Advertising has spearheaded this reversal of fortune by killing off a moribund brand and giving new life to pre-existing product truths.
In 1996 Linoleum was relaunched via a three month test market on a spend of 48,676.
Following the success of the test, the relaunch was rolled out...