Boots Medicines: Boots Brand Medicines - IPA Effectiveness Awards Case Study 1988

Brief Description: Main aim of the campaign was to give the Boots brand authority. Plan was to advertise specific products as 'flagships'. Main advertising ran pre Xmas on TV and also in baby and parent magazines. In advertised areas sales rose considerably. Boots increased volume share overall. Initial advertising investment costs covered by increase in sales turnover. ;---(TAGS)--- Full Title: Boots brand medicines ; Number: 1988/19 ; Brand Name: Boots Brand Medicines ; Client: Boots ; IPA_ProductCoding: Pharmaceuticals (Minor ailment remedies) ; Agency: Publicis ; Author: Ian Sippitt ;