Pink Lady: A sparkling success - IPA Effectiveness Awards Case Study 1986

Brief Description: Small brand was advertised on Capital Radio at Christmas 1985 with a low budget after not having been advertised for twenty years. In the advertised area sales rose 74% with no increase in on-advertised areas. Explanation was the identification of a very specific target market not previously targeted or expected - Afro-Caribbeans in London. This knowledge was essential in improving the effectiveness of the campaign. ;---(TAGS)--- Full Title: Pink Lady : a sparkling success ; Number: 1986/38 ; Brand Name: Pink Lady ; Client: Allied Lyons ; IPA_ProductCoding: Drink (Cider/perry) ; Drink (Alcoholic drinks - all) ; Agency: Saatchi & Saatchi Compton ; Author: David Downing, Linda Topham ;