Your Building Partner
Agency: Colenso BBDO Advertiser: Carters Awards: Retail/Etail (Silver)
Marketing Challenge
Carters was a brand in crisis. Well, to be fair, it was hardly a brand at all, being considered predominantly a trade supplier with very little emotional appeal to allow for any increased margin or price premium.
A weak and unfocussed brand personality and critically low share of voice over 5 years had led to dwindling awareness and consideration and faltering sales, as well...