Magazine article Marketing

IDENTITY PARADE: Getting a Makeover Was All the Rage in 2002, Writes Tania Mason

Magazine article Marketing

IDENTITY PARADE: Getting a Makeover Was All the Rage in 2002, Writes Tania Mason

Article excerpt

CAUSING A SENSATION

Walkers decided adults were the poorer for the lack of a mainstream premium crisp and sought to fill this abyss with a new crunch called Sensations. It turned out Walkers was right. UK grown-ups snapped up Sensations. The first year sales target was achieved in three months, and the TV ads had to be pulled after one week because retailers couldn't meet the demand. It became the third-biggest brand in the UK salty snacks market and is twice as big as the Kettle Chips brand.

FLOATING ON AIR

When O2 was unveiled as the brand name to succeed BT Cellnet, it left most people a bit cold. But, released from the corporate shackles of BT, it hired start-up agency VCCP and unleashed a hypnotic launch campaign in May. Innovative sponsorships with the likes of Big Brother and Arsenal FC have bolstered brand awareness and SMS revenues. In eight months, it has achieved a far more distinct identity than BT Cellnet.

WELL-WRAPPED

In the world of brand design, one project scooped more gongs than Eminem at the MTV Awards. The best thing since sliced bread turned out to be nothing less than ... sliced bread. In 2001, British Bakeries, needing a new recipe for growth for its Hovis brand, wrapped its bread in pictures of sandwich fillings. Sales rose, the brand became the UK's number one for the first time. The designers, Williams Murray Hamm, collected a spread of awards, including the Design Business Association's Design Effectiveness Grand Prix and best in show at Marketing's Brand Design Awards.

GROUNDED

A spot of turbulence at MyTravel as it set out to rename its Going Places travel agent chain and the Airtours charter fleet during 2002 to the MyTravel masterbrand. …

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