Insignia: how advertising helped a brand capture the youth market

This paper covers the national launch of Insignia, a new range of fragrance-linked male toiletries from Shulton from 1985 to 1988.
Agency: Foote Cone & BeldingAuthor: Chris Harrison

Insignia: how advertising helped a brand capture the youth market

INTRODUCTION

This paper covers the national launch of Insignia, a new range of fragrance linked male toiletries from Shulton. The brand was launched in September 1985 and advertised from October 1985. We discuss the period October 1985 - January 1988.

The concept of a range of fragrance linked male toiletries is not, of itself, a unique product concept. What is unique about Insignia is the way in which the range has been positioned to the consumer, principally through advertising....

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