Du Pain, du Vin, du Boursin: - IPA Effectiveness Awards Case Study 1994

Brief Description: Boursin cheese was purchased by Unilever in 1989. This paper describes the successful development of the brand in the UK since then. Target audience: AB Francophile Britons. Media: 10-second TV ads used with upweights in regions with highest proportions of ABs. Results: Sales grew 100% during a period when the total cheese market grew only 1%. Premium pricing maintained even during recession. Three successful variants were launched in 1992. Paper illustrates the importance of targeting, and that TV can work with small budgets. ;---(TAGS)--- Full Title: Du pain, du vin, du Boursin ; Number: 1994/206 ; Brand Name: Boursin ; Client: Van Den Bergh Foods ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Agency: Publicis ; Author: John Kearon ;