Authors: Mark Reid and Beverley Hart |
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...