Mainland

The marketing challenge is described as taking this successful brand and make it great and maintaining its number one position over the next decade.

Mainland

Good things take time

Agency: Clemenger BBDO

 

Marketing Challenge

It is relatively easy to achieve spectacular growth from an ordinary starting position. It's tough to take an already successful and popular brand, and make it truly great. And keep it at Number 1 in the market for the next decade.

In the early 1990s, two characters dominated Mainland's brand advertising: an old fellow called Roy and a yellow-eyed penguin. Roy's personality and the Yellow-Eyed Penguin sponsorship far exceeded any of the other brand attributes, and became bigger than the brand itself.

Mainland was just behind Anchor in terms...

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