Oxo: Stockmaker - Oxo cubes and gravy granules
Paper looks in detail at the long-running 'Oxo Family' campaign concentrating on 1984-87. Ran each winter in an especially competitive market, when a sales increase would be unrealistic. Decision was taken to continue investing in the campaign. Although tonnage sales declined, tracking showed that awareness of brand held up so prevented the potentially dangerous implications of not having advertised at all. 23% per annum is the theoretical return on the investment.