The Launch of CICA

Launch of CICA, a new brand of trainers by Clarks shoes, 1992-3. Difficulties for Clarks to enter the by then lucrative premium trainer market, although they had an own-label trainer (failing), because a) Clarks associated with 'comfortable' shoes for children and older people, and b) hard to get distribution in sports shops because its trainers bore the name of a rival retailer.
Agency: BMP DDB NeedhamAuthor: Colin Mitchell

The Launch of CICA: How advertising helped Clarks gain entry into the premium trainer market

INTRODUCTION

Most effectiveness case histories seek to demonstrate how advertising resulted in large sales increases for a product. This case shows how advertising can contribute in a different way. Clarks used advertising to replace an own-label trainer product with a branded equivalent and overall trainer sales did indeed rise. However, the primary role for advertising was to justify a significant price premium for the new branded product, which in turn led to an increase in revenue....

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