Baxters of Speyside

This study describes how the Baxter brand was suffering from a conservative image and increased competition from convenience and snack products.
Authors: Mark Reid and Beverley Hart
Agency: The Union

Scottish Awards 2001

Baxters Of Speyside

Unlocking the potential of a great brand

SUMMARY

The power of the retailer and the changing demands of the consumer left Baxters, a premium quality food brand, facing the prospect of a declining market share. This paper demonstrates how the brand embraced a new strategic direction for its advertising, resulting in a more modern and relevant brand positioning for today's consumer.

A number of research studies gave the Union Advertising Agency an incisive understanding of the consumer's...

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