Krona Margarine: How advertising helped make Krona a brand leader
First prize in first IPA competition. First UK brand to be launched that looked and tasted like butter. Regulations did not allow direct comparisons with butter. Concentrated on success of brand in Australia and the rumour that it wasn't actually margarine at all, counterpart was currently on sale under the Krona name in the UK. Awareness levels seen to have been achieved. Taylor Nelson surveys showed how campaign was working.