McVities Penguin: How role reversal led to a reversal of fortune

Increased spend and a new campaign and strategy in 1995 revitalised the product more than any of the earlier campaigns. This trend continued in 1996 with the introduction of a new varieties campaign and in 1997 with 'No Fish'. The penguins became more than just branding devices but were used to demonstrate the products in identifiable situation. In this way the company were able to increase short-term sales without being dependent on promotions