Plenty: when advertising really is the lifeblood of the brand
Principal Author: Joanne Bryan-Harris – Publicis
Contributing Authors: Andy Lear – Publicis; Neil Blackburn – SCA UK
Over the thirty year history of the IPA Effectiveness Awards, many cases have documented the contribution of advertising to building and maintaining strong brands. In this case, we go further than ever before in putting advertising to the test, demonstrating just how powerful advertising can be in protecting a brand from the risks of changing its identity.
In 2007, the well known and well loved paper towel brand Bounty was sold. As...