Winalot Prime: The march of Winalot Prime - IPA Effectiveness Awards Case Study 1988

Brief Description: First prize and Grand Prix winner. 1985-88 launch of a new canned dog food. Product needed to show its superiority over higher spending Pedigree brands. 3 TV bursts with an immediate gain in shares, although these were seen to be mainly from other Spiller brands. Research showed some weaknesses in the campaign so campaign was adapted with 4 bursts for 1987-88. Net share gains of 1.5 share points. Tracking showed high awareness as intended. ;---(TAGS)--- Full Title: The march of Winalot Prime ; Number: 1988/42 ; Brand Name: Winalot Prime ; Client: Spillers Foods ; IPA_ProductCoding: Petcare (Pet food) ; Agency: Ogilvy & Mather ; Author: Lee Taylor, Gerard Smith ;