Lyons Maid Fab: The Rave from the Grave - IPA Effectiveness Awards Case Study 1994

Brief Description: Lyons Maid Fab ice-lolly brand's distribution was in 'almost terminal decline', the brand lacked a clear image and faced delisting by the trade. A relaunch campaign needed to appeal to older children. Media used: TV ? children's programmes (initial burst followed by drip strategy). Campaign focused on nostalgia and humour. Results: increased awareness and imagery. Sales increase of +73% over the key May-August period in 1993; the financial contribution this made is quoted. Dramatic and vital distribution gains achieved. Fab was re-established as a brand. ;---(TAGS)--- Full Title: Lyons Maid Fab : the rave from the grave ; Number: 1994/207 ; Brand Name: Lyons Maid Fab ; Client: Nestle ; IPA_ProductCoding: Food (Desserts - fresh, frozen, ambient) ; Agency: J Walter Thompson ; Author: Bridget Angear ;