Walkers Crisps: Garymania! - IPA Effectiveness Awards Case Study 1996

Brief Description: January 1995 - January 1996 saw five executions of the Gary Lineker theme. Growth in sales and share continued since. High campaign awareness form both children and adults, (Millward Brown). Advertising contribution assessed in terms of; more success shown in areas of heavier advertising, particular varieties showed more success at their specific times of advertising. Paper estimates the effects on profitability ;---(TAGS)--- Full Title: Garymania! How an already successful brand benefited from famous advertising ; Number: 1996/215 ; Brand Name: Walkers Crisps ; Client: Walker's Crisps ; IPA_ProductCoding: Food (Snack foods inc. crisps, nuts etc.) ; Agency: BMP DDB ; Author: Gavin Macdonald, Jeff Lush ;