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.
THE CHALLENGE
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...