Croft Original: One Instinctively Knows When Something Is Right - IPA Effectiveness Awards Case Study 1990

Brief Description: Overview of the successful 'Jeeves and Wooster' ad campaign for Croft the successful 'Jeeves and Wooster' ad campaign for Croft Original sherry from 1977-1989. Demonstrates how the brand was established and sustained, and how market share grew (against a declining market and own-label competition). The advertising worked due to the creation of a brand personality via 'Jeeves and Wooster' and by the ads communicating 'dryness' and paleness as signs of quality. The health of the brand was maintained in a declining market. ;---(TAGS)--- Full Title: Croft Original 'one instinctively knows when something is right' ; Number: 1990/503 ; Brand Name: Croft Original ; Client: IDV UK ; IPA_ProductCoding: Drink (Wine inc. sparkling, fortified, port, sherry etc.) ; Drink (Alcoholic drinks - all) ; Agency: Young & Rubicam ; Author: Melanie Haslam ;