Carling Black Label: How advertising creativity increased profitability

Case study of TV campaign which aired 1983-1995, 'I bet he drinks Carling Black Label'. During this period the shrinking volume sales increased by 48% while the market itself remained flat. Brand succeeded in achieving dominance, outperforming the standard lager sector by 40%. BJM tracking since 1990 showed how image dimensions improved. Estimated sales attributed to advertising was £1.87 billion, profit attributable at £202.6million. Paper looks at the effects on different distribution channels separately