Agency: Foote Cone & Belding | Author: Chris Harrison |
Insignia: how advertising helped a brand capture the youth market
INTRODUCTION
This paper covers the national launch of Insignia, a new range of fragrance linked male toiletries from Shulton. The brand was launched in September 1985 and advertised from October 1985. We discuss the period October 1985 - January 1988.
The concept of a range of fragrance linked male toiletries is not, of itself, a unique product concept. What is unique about Insignia is the way in which the range has been positioned to the consumer, principally through advertising....