Anchor Aerosol Cream: How Advertising 'Moo-ved' the Brand Forward - IPA Effectiveness Awards Case Study 1990

Brief Description: By 1984, 2 years after its launch, Anchor Aerosol Cream was a £10 million brand. However, by 1987/8 Anchor (the market leader) was up against increased competition, including own label. Research showed low brand awareness. Objective: increase awareness and even out seasonal peaks. Media: TV, using drip scheduling. Evaluation: sales increases, share decline turned into share growth, price premium was maintained. ;---(TAGS)--- Full Title: Anchor aerosol cream : how advertising 'moo-ved' the brand forward ; Number: 1990/118 ; Brand Name: Anchor Squirty Cream ; Anchor Aerosol Cream ; Client: Anchor Foods ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: Saatchi & Saatchi ; Author: Jo Marlow, Colette Cassidy ;