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 - Croft Original: 'One instinctively knows when something is right'; Number: 1990/503; Brand: Croft Original; Client: IDV UK; Product Category: Drink (Wine) ; Drink (Alcoholic drinks - all); Agency: Young & Rubicam; Author: Melanie Haslam; Prize Winners: Second Prize; (Adworks ref: Advertising Works 6)