Polo: The relaunch of Polo

Paper looks at the threat from Trebor range, research showed Polo no longer seen as special with penetration, share and sales all in decline. Re-launch in 1994-96 with new variants hoping to rekindle brand interest. Two year plan, posters and magazines in the first year followed by TV in the second. Rapid fall-off experienced by other confectionary launches was avoided. Different flavours were targeted at a specific group to avoid cannibalization. Each flavour had its own 'personality take-out' and image. Penetration and share rose well for each variant and Polo regained brand leadership