Agency: Saatchi & Saatchi | Author: Thea Tetley |
BRONZE AWARD
Re-inventing A Brand Icon
Mr Kipling
INTRODUCTION
A sweet story simply told
The story of the Mr Kipling relaunch in March 2001 is a simple one, and befitting of the brand a sweet one. It shows how making some decent ads can sell a few more cakes.
Of course, things are never quite that easy not least when you desperately need to rebuild the power of a brand, but research tells you that the brand properties you've made famous for over thirty years need to be dropped....