Solvite: How incredible advertising power helped Solvite add real value - IPA Effectiveness Awards Case Study 2000

Brief Description: This paper covers the advertising history of Solvite adhesive since 1978. A Consistent TV campaign and modest spend (?12m per year) led to a cumulative price premium and achieved brand leadership. This has created long-term payback of more than £65m. ROI is greater thatn 540%. Argues that growth and ROI would not have been achievable without advertising ;---(TAGS)--- Full Title: How incredible advertising power helped Solvite add real value to the wallpaper adhesive market ; Number: 2000/43 ; Brand Name: Solvite ; Client: Henkel Consumer Adhesives ; IPA_ProductCoding: DIY goods/Home improvements (Adhesives inc. tapes, sealants etc.) ; Agency: BDH\TBWA ; Author: Roger Ward, Rebecca Durrans, Paul Keen ;