Kia Ora: Going for the heart of a market
Trade research suggested squash market was limited to own label and 2 brands only. New advertising moved Kia-Ora from third position to brand leader so avoiding decline. Strategy changed pack design to be more appealing to children whilst reassuring mothers of quality. TV positioned for when mums and children would be watching together. Dramatic effect on sales, objective to become brand leader was achieved by 1985. Advertising generated £1.9m gross profit at least after paying for itself and is believed to have stopped the brand form disappearing altogether.