Case study: Revitalising the Fab brand

Megan Butler

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

Confectionery
Competitions, contests, giveaways
Strategy

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,...

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