Brief Description: Brand had gone into steep decline in 1970's and 80's and a campaign was needed to rejuvenate the brand. Products benefits were seen as less relevant in a modern age. Aim was to encourage new younger users and portray the brand as contemporary. TV ran 1984-5 and again with on-pack support in 1985-86. Central TV used as control with no advertising. Millard Brown tracking showed increased awareness and claimed purchase. Clear differences between Central area and rest of the country. Short term estimate of advertising's profitability. Over half advertising cost recovered. ;---(TAGS)--- Full Title: 'Old brands never say die' - how Bovril, one of Britain's oldest brands, was given a new lease of life ; Number: 1986/13 ; Brand Name: Bovril ; Client: CPC (UK) ; IPA_ProductCoding: Food (Beverages - tea, coffee, other hot drinks) ; Agency: Ogilvy & Mather ; Author: Richard Auton ;