Libby's Umbongo: How advertising helped to establish a new sector in the juice market - IPA Effectiveness Awards Case Study 1986

Brief Description: Launched into a crowded juice market the product had to be a brand with personality and not just another taste to be copied. Details are given of the concept research and development. Launched nationally in Spring 1984, with TV aimed to reach mothers and children. Tracking survey and consumer panel showed very positive results. ;---(TAGS)--- Full Title: Libby's Umbongo : how advertising helped to establish a new sector in the juice market ; Number: 1986/32 ; Brand Name: Umbongo Tropical Juice Drink ; Client: Nestle ; IPA_ProductCoding: Drink (Fruit juice drinks/smoothies) ; Agency: Leo Burnett ; Author: Jeremy Keen ;