No More Nails: How advertising helped No More Nails to get lots more sales - IPA Effectiveness Awards Case Study 2000

Brief Description: No More Nails the instant grab, gap-filling adhesive was launched in 1996. TV test in 3 areas in 1997 was instantly successful. A fully national roll-out followed in 1998/1999. TV supported by in-store advertising. Results: awareness, understanding of the product. Brand now selling to an additional 16 countries. Brand accounts for 10% of Henkel's DIY sales in the UK. ROI in the UK multiples sector alone was 191% by end 1999. Clear brand leader (62% in Feb 2000) with share still increasing ;---(TAGS)--- Full Title: How advertising helped No More Nails to get lots more sales ; Number: 2000/44 ; Brand Name: No More Nails ; Client: Henkel Consumer Adhesives ; IPA_ProductCoding: DIY goods/Home improvements (Adhesives inc. tapes, sealants etc.) ; Agency: BDH\TBWA ; Author: Roger Ward, Nicole Ten Thij, Paul Keen ;