Crown Paints: What a difference advertising makes - IPA Effectiveness Awards Case Study 2000

Brief Description: With market share falling dramatically and the rise of the competitive own-label market and brand recognition failing, Crown Paint was in need of a new strategy. This meant rationalising the product range, removing sub-brands, redesign packaging etc. A TV and press campaign 'what a difference a day makes' was launched. Results: increase in awareness. Estimated that £30.3 million of sales were due to £7.3 million of advertising ;---(TAGS)--- Full Title: Crown Paints : what a difference advertising makes ; Number: 2000/48 ; Brand Name: Crown Paints ; Client: Akzo Nobel ; IPA_ProductCoding: DIY goods/Home improvements (Decorating products - paints/varnishes etc.) ; Agency: BDH\TBWA ; Author: Nick Brookes, Nicole Ten Thij, Gareth Rule ;