'Skoda jokes' were so entrenched in British culture that, despite the brand's acquisition by VW in 1991, radical product improvements had continued to fall on deaf ears. The repositioning that accompanied the launch of the Fabia in March 2000 challenged that prejudice head-on and reduced marque rejection from 60% to 42%. UK sales have since grown by 64% dramatically outstripping other markets, with the same model mix; £15 million of marketing spend is estimated to have returned £37 million of profits; ---(TAGS)--- Full Title: It's a Skoda. Honest. The profitable return on brave communication; Number: 2002/19; Brand: Skoda; Client: Skoda Auto UK; Product Category: Automotive (Motor cars); Agency: Fallon; Author: Laurence Green, Felicity Morgan; Prize Winners: Gold; Best Cbhange of Direction (Adworks ref: Advertising Works 12)