Agency: Cheetham Bell Authors: Katrina Michel
Agency: BDHTBWA Author: Christian James

Area Awards 1999

Crown Trade

How advertising helped Crown restore pride in its trade business


INTRODUCTION

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.

BACKGROUND TO THE PROBLEMS