Magazine article Marketing

British Gas Is in Control at the Top as Tango Dances Up the Chart

Magazine article Marketing

British Gas Is in Control at the Top as Tango Dances Up the Chart

Article excerpt

Last year saw the introduction of British Gas's star-studded campaign which was designed to add some style to gas and its appliances. With utility advertising you are always going to have to achieve a balance between advertising the product itself, putting across an image and, of course, featuring the appliance. This time round there is no shortage of all three ingredients plus liberal sprinklings of Patricia Hodge and Dennis Waterman "in control". British Gas reaches 72% of our sample.

Tango, which has had its advertising modified by the ITVA, still succeeds in achieving a very high level of awareness and playground credibility. Tango has always been an also-ran brand until recently. It really has needed to fight for attention and at last it's got it with 80% recall among young people.

Birds Eye Steak House continues with its butler theme in a new commercial for its grills. Again we are looking at accurate targeting with over 70% of our sample at the younger end recalling this campaign. …

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