Agency: BMP DDB Needham | Author: 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....