Phileas Fogg: A first class story - IPA Effectiveness Awards Case Study 1988

Brief Description: Crisp market was becoming unbranded and it was difficult for consumers to differentiate between the brands. Paper shows the importance of sustained investment in advertising in establishing a new business. Product was to be aimed at adults with a premium price, using a variety of interesting flavours. Further differences included innovative packaging to add distinction and retain shelf life. TV was launched in the London area and results showed the advertising was on target and had immediate effects on brand and ad awareness. Outcome included sustained increases. Expenditure estimated to have paid for itself in 9 months ;---(TAGS)--- Full Title: Phileas Fogg : a first class story ; Number: 1988/40 ; Brand Name: Phileas Fogg ; Client: Derwent Valley Foods ; IPA_ProductCoding: Food (Snack foods inc. crisps, nuts etc.) ; Agency: BBH ; Author: Hilary Woods ;