Agency: Abbott Mead Vickers | Authors: Jem Keen and John Robson |
Climbing a Mountain - The Launch of Tudor Specials
INTRODUCTION
This paper describes the way in which advertising played an essential part in the successful launch of Tudor Specials - a premium crisp range launched as a line extension from the Tudor brand in Scotland, the North East and Ulster. In particular, the case illustrates how a limited budget was given far more impact by the imaginative 'recycling' of an old-established advertising idea which everyone had assumed to be worn out.
Tudor is a sizeable crisp brand...