Interislander – Refloating a Sinking Kiwi Icon

In 2005, the Interislander ferry service was a tired Kiwi brand icon experiencing a sustained period of decline.

Interislander – Refloating a Sinking Kiwi Icon

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Consumer ServicesSaatchi & Saatchi NZInterislanderRefloating a Sinking Kiwi Icon

SUMMARY

This is a story of how Saatchi & Saatchi NZ breathed new life into a tired Kiwi brand icon and in doing so halted four years of volume decline.

It has been achieved against the odds:

  • the total market was in decline

  • bad publicity continued to haunt the brand

  • consumers perceived the brand as more expensive than its chief competitor

But even more significant was a truth that couldn't be ignored. The brand was slow in...

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