Agency: Banks Hoggins O'Shea | Author: Steven Hastings |
Gardena: growing a brand against new customers
BACKGROUND
Gardena is Europe's largest manufacturer of gardening equipment. While it has a huge share in Germany and a healthy share in continental Europe, in the UK it is substantially smaller than the leading brand, Hozelock.
In 1994 Gardena decided to advertise to consumers as a way of widening distribution and creating demand for its goods. Gardena presented this plan to Banks Hoggins O'Shea as part of a long-term strategy to build market share.
There was no history of UK advertising...