Agency: WCRS | Authors: Giselle Okin and Roisin Robothan-Jones |
Weetabix – The Weetabix Week: turning a barrier into a benefit
1. EXECUTIVE SUMMARY
This paper demonstrates how a 75 year old, well-known, well-loved cereal brand used advertising to engineer a step change in its fortunes, pretty much overnight, to bring new users into the brand en masse and enable a series of price increases without losing penetration.
Weetabix is an iconic brand for which people feel a great warmth and nostalgia; but with very high penetration already, growth had slowed and by 2005 it had become difficult to attract...