Weetabix: How Weetabix profited from energetic brand advertising - IPA Effectiveness Awards Case Study 2004

Brief Description: Whilst this is the story of how a change in strategy led to advertising that took Weetabix to the number one spot in the breakfast cereal market for the first time, it is also very much the story of how successful advertising contributes to long-term sales. In 2002 Weetabix adopted a strategy based on 'Energy' to re-assert the brand's core role in the fast-changing morning foods market. As a result a long-loved brand attracted even greater affection and even greater full-priced sales. Within the first full year Weetabix's advertising brought in an incremental £5.42m pushing it past Kellogg's Cornflakes. However, the importance of this paper is that it demonstrates that the initial advertising investment of £5.5 million will account for £31.46 million of Weetabix total value sales within three years. Energetic stuff ;---(TAGS)--- Full Title: How Weetabix profited from energetic brand advertising to become the best selling cereal in the uk ; Number: 2004/38 ; Brand Name: Weetabix ; Client: Weetabix Ltd ; IPA_ProductCoding: Food (Cereals) ; Agency: FCB ; Author: Kit Fordham, Nick Alford, Louise Burrows, Justin Pahl ;