In October 2003, Fox’s launched a new campaign intended to increase sales among young children. The new ads featured Rocky, an animated rap artist who would make the brand cool among young kids, without alienating their Mums.
The results show all the signs of effective fmcg advertising. Brand awareness increased, as did propensity to buy, and hence penetration. Market share increased, and the decline in sales was reversed, even though the rest of the market continued to suffer.
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