Bendicks - Let them eat Bendicks: the profitable democratisation of a class icon

Stephen Meade and David Bonney

This paper describes how Bendicks adopted a powerful ‘masterbrand’ strategy, executed through advertising, which turned around the fortunes of its core business and prepared a platform for growth and profitability.
Agency: McCann EricksonAuthors: Stephen Meade and David Bonney

Bendicks – Let them eat Bendicks: the profitable democratisation of a class icon

THE BENDICKS BRAND REVIVED

A masterbranding strategy and renewed investment in advertising have revitalised the Bendicks brand. This has benefited both the Bendicks Core Mints business and created a platform for successful NPD development.

This paper shows that advertising has stemmed the decline of the core business and helped to create incremental sales of £3.17 million in the two years between 2003–5. The brand also became significantly less reliant on promotional exposure. Forward projections...

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