Phileas Fogg: First Class Snacks from Medomsley Road Consett
Argues that only advertising can account for the Phileas Fogg snack brand (crisps) ability to retain its distinctive personality and consistent success. From its beginning in 1982 to its purchase by KP in 1993 sales have consistently increased (apart from during 1991-2 recession). Brand has continuously commanded a price premium. It has never needed to adopt price promotions and has fended off competition, including own label. Innovative packaging was important at first, then imitated by others. Distribution in up-market outlets. Advertising was all TV.