Tudor Specials Crisps: The Launch - IPA Effectiveness Awards Case Study 1992

Brief Description: New premium launch for 1991-1992. Plan to position as line extension rather than free-standing brand. TV campaign based on an earlier popular Tudor campaign with addition of tactical radio. Advertising outcome, awareness and communication gains, quick growth in range awareness and further increases in sales in 1992. Regular brand was protected as hoped and not cannibalized. The advertising costs were recouped in the first year. ;---(TAGS)--- Full Title: Climbing a mountain - the launch of Tudor Specials ; Number: 1992/414 ; Brand Name: Tudor Specials Crisps ; Client: Smiths Crisps ; IPA_ProductCoding: Food (Snack foods inc. crisps, nuts etc.) ; Agency: Abbott Mead Vickers.BBDO ; Author: Jem King, John Robson ;