Forbo Nairn: the King is dead, long live the King

This 1998 case study analyses the successful 1996 relaunch by manufacturers Forbo-Nairn of linoleum, via a three-month test market as a cost of £48,676.
Agency: The Morgan PartnershipAuthors: Diane Lurie and Alan Clarke

Forbo Nairn: the King is dead, long live the King

IN A NUTSHELL

Linoleum’s 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...

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