Magazine article Marketing

Toyota Discovers the Car in Front Is a Ford

Magazine article Marketing

Toyota Discovers the Car in Front Is a Ford

Article excerpt

Big brands and big spends creep into the top of our chart this week as Ford retains its top slot. Ford is desperately trying to bolster sales as its position worsens in our already poor car market. Now with a three-day week being introduced at some of its plants the number one place in Adwatch may be the only number one spot it can hold on to. The car firm - which recently launched a review of its entire communications strategy to focus more corporate branding - scores 73%.

Martini is back on television with an all new ad campaign. This time its commercial features the more sophisticated Extra Dry and clearly attempts to position the brand against other young smart set drinks. This time round though it is smart but casual, rather than jet set.

There's a hint of lemon, kept cool in the fridge and a hint of the "right one" music. Martini is very successful in reaching the under 24s with 65% recall among that group. Will the new campaign prompt a reaction from its spirited rival Cinzano? …

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