Case study: Revitalising the Fab brand

This article describes an award-winning, low-cost campaign for Fab. Before the campaign, Fab was a declining lollipop brand in a weak market.

Case study: Revitalising the Fab brand

Megan Butler

Everyone loves Fab! It reminds them of their childhood. However it's been a fading memory for some time. Fab is huge; it's one of the UK's top three lolly brands and selling 73 million units annually, it's a pivotal brand for R&R. Over the last 12 years, Fab had only been supported by price promotions and as a result the brand was beginning to lose relevance.


In 2006, brand share was in accelerating decline and the brand had lost the long-held number one rate-of-sale position. This was not an awareness...

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