Kraft Dairylea: The transformation of a brand's fortunes - IPA Effectiveness Awards Case Study 1984

Brief Description: With high an expensive image and operating in a competitive market with price-based competition and with a fall in ad expenditure sales for Dairylea cheese were in long term decline since 1973. TV was used to reinvigorate and support the brand. Evaluation: dramatic increase in sales, reversing previous long-term decline. 1983 sales were up 21% on 1980. Sales growth has been sustained over 3 years leading to a substantial effect on profits. ;---(TAGS)--- Full Title: Kraft Dairylea : the transformation of a brand's fortunes ; Number: 1984/19 ; Brand Name: Dairylea ; Client: Kraft ; IPA_ProductCoding: Food (Dairy products - milk, cream, yogurt, cheese, eggs) ; Food (Spreads & dips - savoury) ; Agency: J Walter Thompson ; Author: Terry Bullen ;