David Droga
CEO & Creative Chairman at Accenture Song
New York, 美国
标题Dog
广告公司
广告战役 Mr Kipling - Manor Bakeries
广告主 Manor Bakeries
品牌 Mr Kipling
Posted11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 you’re 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 that’s bought by 52% of UK households!
媒体类别 电视
长度
市场 英国
创意总监
美术指导
美术指导
文案
文案
导演
广告经理
客户企划

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