Agency: TBWA | Authors: Peter Harris and Rebecca Ashley |
Carex – Market leadership: the benefits of long-term inconsistency
INTRODUCTION
This case study demonstrates how a long-term commitment to advertising can maintain brand leadership and drive category growth.
There are many well-documented cases strongly in favour of the consistent approach e.g. Duracell batteries, Andrex Toilet Tissue, Solvite Wallpaper Paste, Felix cat food & KitKat Confectionery.
But this case study challenges the widely accepted belief that long-term advertising must have a consistent message.
In fact, the only consistency needed is a belief in the power of advertising and recognition of the...