Başlık | Dog |
Haftanın | Saatchi & Saatchi |
Kampanya | Mr Kipling - Manor Bakeries |
Reklamcı | Manor Bakeries |
Marka | Mr Kipling |
Posted | Kasım 2002 |
Ürün | Mini Classics Sweet Treat/ Cakes |
Sektör | Cakes, Desserts |
Slogan | Exceedingly good |
felsefe | Re-inventing a Brand Icon How do you stem a ten-year decline in brand share when youre shackled to a relic of the past? For Mr Kipling, the answer was to walk a strategic tightrope between cremation and re-incarnation, rebuilding the brand and its (in)famous icon. Since re-launch market share has witnessed 8% growth year on year. Average annual number of packs per person is up 17.6% and annual spend up by £1.07 per person not inconsiderable for a brand thats bought by 52% of UK households! |
Medya Türü | Television |
Süre | |
Market | United Kingdom |
Yaratıcı Yönetmen | David Droga |
Sanat Yönetmeni | Stuart Mills |
Sanat Yönetmeni | Antony Nelson |
Reklam Yazarı | Rupert Jordan |
Reklam Yazarı | Mike Sutherland |
Yönetmen | John Marles |
Reklam Sorumlusu | Ian Ayling |
Strateji Planlama | Thea Tetley |