Sanatogen: Revitalising a mature brand in a mature market - IPA Effectiveness Awards Case Study 1986

Brief Description: Product needed to be re-positioned as the market moved away from pick-me-up's to health-enhancement usage. 1985-6 2-burst TV campaign. 31% sterling increase in sales paying for 80% of the advertising costs. Trial and frequency of usage amongst established users suggested campaign was effective. ;---(TAGS)--- Full Title: Sanatogen : revitalising a mature brand in a mature market ; Number: 1986/14 ; Brand Name: Sanatogen Multivitamins ; Client: Roche Nicholas Consumer Healthcare ; IPA_ProductCoding: Pharmaceuticals (Vitamins/supplements) ; Agency: McCormick Publicis ; Author: Julie Ogley ;