Oxo: Oxo Cubes and Gravy Granules - IPA Effectiveness Awards Case Study 1992

Brief Description: Describes long running 'Oxo Family' campaign ending in 1991 with launch of gravy granules.Shows how the campaign succeeded long term in protecting the brand against competitors, how share grew in 1980's, brand continued to be used despite changes in cooking habits and quality retained. Family campaign gained publicity, 1989 saw the launch of the vegetable cube and in 1991 gravy granules. Particular details of this last launch are described in detail with a new 'family' commercial' and show an instant dramatic sales increase, twice that predicted. Shows how a co-ordinated advertising theme can support a brand long-term and provide a base for brand extensions. ;---(TAGS)--- Full Title: Oxo cubes and gravy granules ; Number: 1992/112 ; Brand Name: Oxo Cubes and Gravy Granules ; Client: Brooke Bond Foods ; IPA_ProductCoding: Food (Sauces (any), pickles, gravy, stock cubes etc.) ; Agency: J Walter Thompson ; Author: Giles Lury, Paul Hackett ;