Lanson Champagne: Why Not?
Looks at the 5 year 'Why Not?' campaign for Lanson Champagne. Objective: to communicate with a broader champagne audience. Media: magazines, cinema and London TV. Evaluation: increased sales, share, distribution. The price improved against the market average. Argued that 15% sales uplift in London was due to TV. Demonstrates advertisings role in long-term brand building.