Black Tower: The Success in the UK Wine Market - IPA Effectiveness Awards Case Study 1990

Brief Description: Revitalisation of Grants of St James's Black Tower wine brand which was underperforming due to increased competition from own label brands. Also, it couldn't justify price premium. Objective: to build the emotional appeal and increase brand usage. Media: TV in London and Granada. Low budget. Results: dramatic - an increased rate of sale in both areas. In Granada region: for every £1 spent, £2.26 of extra sales were generated. Market share gains in Granada. In London, volume sales declines were halted. Distribution gained in Sainsbury's and Tesco; ;---(TAGS)--- Full Title: White out of black : the success of Black Tower in the UK wine market ; Number: 1990/318 ; Brand Name: Black Tower Wine ; Client: Grants Of St James's ; IPA_ProductCoding: Drink (Wine inc. sparkling, fortified, port, sherry etc.) ; Drink (Alcoholic drinks - all) ; Agency: BBH ; Author: Grant Chaplain ;