Croft Original: One Instinctively Knows When Something Is Right
Overview of the successful 'Jeeves and Wooster' ad campaign for Croft the successful 'Jeeves and Wooster' ad campaign for Croft Original sherry from 1977-1989. Demonstrates how the brand was established and sustained, and how market share grew (against a declining market and own-label competition). The advertising worked due to the creation of a brand personality via 'Jeeves and Wooster' and by the ads communicating 'dryness' and paleness as signs of quality. The health of the brand was maintained in a declining market.