Polo: The relaunch of Polo - IPA Effectiveness Awards Case Study 1996

Brief Description: Paper looks at the threat from Trebor range, research showed Polo no longer seen as special with penetration, share and sales all in decline. Re-launch in 1994-96 with new variants hoping to rekindle brand interest. Two year plan, posters and magazines in the first year followed by TV in the second. Rapid fall-off experienced by other confectionary launches was avoided. Different flavours were targeted at a specific group to avoid cannibalization. Each flavour had its own 'personality take-out' and image. Penetration and share rose well for each variant and Polo regained brand leadership ;---(TAGS)--- Full Title: Hole sales - the relaunch of Polo ; Number: 1996/224 ; Brand Name: Polo Mints ; Client: Nestle Rowntree ; IPA_ProductCoding: Food (Confectionery - sugar) ; Agency: J Walter Thompson ; Author: Sarah Ashbourne, Bernadette Knox, Angus Fear ;