Cuprinol: Defence proves the best form of attack
Cuprinol's dominance of the wood preserver market was threatened by two major competitors in 1982. An immediate change in marketing strategy was required which led to promoting the Cuprinol brand. Media: changed from press to TV using a burst strategy. Evaluation: increase in brand and ad awareness. Advertising was a major factor in the rapid growth of Cuprinol sales in 1983, the advertising paid for itself.