Agency: Wasey Campbell Ewald | Authors: Nigel Carr |
How advertising put Omega chewing gum on the map but not on the rack
INTRODUCTION
Consider a market worth 45 million at RSP where there is effectively only one brand, a brand that's had it all its own way for so long that it's become so fat and lazy and vulnerable, that the market is ripe for a major new market entry.
What's perhaps more difficult to believe is that such a product field still exists in the confectionery market.
In fact these were the outwards signs that the chewing gum...