Agency: BMP DDB | Authors: Andrew Deykin and Vicki Holgate |
silver award
Hovis
Repackaging Goodness
Introduction
This case study is important for three reasons:
- Instinctively we tend to view volume increases as an indicator of business success. This case study shows, however, that this may not always be such a good measure. We demonstrate how communication tackled the problem of declining brand equity, thereby supporting an increase in price which made brand growth much more profitable.
- For the first time in an IPA paper, this case study evaluates the role and effect of packaging as a communication channel...