Forbo Nairn: The King is dead, long live the King - IPA Effectiveness Awards Case Study 1998

Brief Description: Forbo-Nairn linoleum was able to life and new image to a brand thought to be dead. In 1996 a three month test at a cost of £48,676 successfully re-launched the product. In 1997 the campaign was taken nationally on a spend of £320,773 with a result of sales of £1,369,550. On this second stage payback on this investment was 427% ;---(TAGS)--- Full Title: Forbo Nairn : the King is dead, long live the King ; Number: 1998/39 ; Brand Name: Marmoleum ; Client: Forbo Nairn ; IPA_ProductCoding: Household (Furnishings/homeware) ; Agency: Morgan Partnership ; Author: Diane Lurie, Alan Clarke ;