Agency: Ayer Barker | Author: George Miller |
Bassett's Liquorice Allsorts: How Advertising Turned the Consumer 'Bertie'
INTRODUCTION
This case history does not involve the glamour of large sums of money, but readers should find it interesting because it is a classic demonstration of how marketers in mature markets can use advertising to fight back against the multiple retailer and discount me-too manufacturers who seek to undermine established brands.
Bassett's Liquorice Allsorts (LAS) is a brand that, apart from a short respite during the early 1970s, had been in continued decline since sales hit an all-time high in the...