Agency: Contract Advertising | Author: Chuck Anderson |
The Renaissance of Manger's Sugar Soap
INTRODUCTION
This paper relates how a nationally distributed brand which had not been advertised for 40 years was re-positioned in concept, re-introduced to the retail trade and advertised in a Granada television test market, producing a five-fold increase in annual sales. The cost of the media expenditure was recovered by the time the advertising ended.
A lightweight reprise of the campaign in the same area a year later added a one third increase in sales over the year-ago peaks during an initial eight-month period....