Bassetts Liquorice Allsorts: How advertising turned the consumer Bertie

Brand in a long decline, with own-label competition. Needed to build a new strong brand platform. Paper explains in detail the problems the brand was facing. TV campaign 'Bertie Bassett' campaign was developed aimed at 16-24 year olds and aired nationally. Decline was halted. Penetration increased and it was likely so did frequency of purchase.