|Agency: Cheetham Bell||Authors: Katrina Michel|
Area Awards 1999
How advertising helped Crown restore pride in its trade business
This case study sets out to demonstrate how an advertising strategy not only successfully translated across various media but was fundamental in repositioning and rejuvenating a 40 million brand.
In a sector characterised by its conservatism, it will show how a campaign that broke with the conventions brought a dramatic increase in sales, at a time when the market was static and the fight for market share was destroying brand values.
It is a story of internal rejuvenation through external re-positioning.