Kraft Dairylea: The transformation of a brand's fortunes
With high an expensive image and operating in a competitive market with price-based competition and with a fall in ad expenditure sales for Dairylea cheese were in long term decline since 1973. TV was used to reinvigorate and support the brand. Evaluation: dramatic increase in sales, reversing previous long-term decline. 1983 sales were up 21% on 1980. Sales growth has been sustained over 3 years leading to a substantial effect on profits.