We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
After the launch in 1991 this paper shows how Clio maintained its position as image leader. Sale and volume share increased annually despite much competition, with Renault almost doubling its share 1991-1995. Success attributed to brand personality and strong image. Continued to use TV but used other media as well. Different from other car advertising due to consistent creative approach. Investment more than justified by improvement in Renault UK's profits and sales. Met campaign objectives of motivating dealers, reaching a wider market and increasing likeability and recall