The Real McCoy Crisps: How product, brand and advertising worked in perfect harmony - IPA Effectiveness Awards Case Study 1992

Brief Description: Paper looks at the contribution advertising made to establishing the brand in its launch period (1987/88) and later in 1990 increasing growth trend despite competition. Ads were well-recalled, and brand gained added value. Advertising helped create a new market sector and prepared for long term brand success. ;---(TAGS)--- Full Title: The real McCoy : how product, brand & advertising worked in perfect harmony ; Number: 1992/114 ; Brand Name: Real McCoy's ; Client: KP Foods ; IPA_ProductCoding: Food (Snack foods inc. crisps, nuts etc.) ; Agency: Publicis ; Author: Michael Ellyatt, Nigel Fishwick ;