Carters - Your Building Partner

Carters was a brand in crisis. Well, hardly a brand really.

Your Building Partner

Agency: Colenso BBDO Advertiser: Carters Awards: Retail/Etail (Silver)

Marketing Challenge

Carters was a brand in crisis. Well, to be fair, it was hardly a brand at all, being considered predominantly a trade supplier with very little emotional appeal to allow for any increased margin or price premium.

A weak and unfocussed brand personality and critically low share of voice over 5 years had led to dwindling awareness and consideration and faltering sales, as well...

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