标题 | Dog |
广告公司 | Saatchi & Saatchi |
广告战役 | Mr Kipling - Manor Bakeries |
广告主 | Manor Bakeries |
品牌 | Mr Kipling |
Posted | 11月 2002 |
产品 | Mini Classics Sweet Treat/ Cakes |
行业领域 | 点心,甜食 |
广告口号 | Exceedingly good |
哲学 | 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! |
媒体类别 | 电视 |
长度 | |
市场 | 英国 |
创意总监 | David Droga |
美术指导 | Stuart Mills |
美术指导 | Antony Nelson |
文案 | Rupert Jordan |
文案 | Mike Sutherland |
导演 | John Marles |
广告经理 | Ian Ayling |
客户企划 | Thea Tetley |