Rowntree's: How Mum Remembered the Fruit Gums again

Sales of Rowntree's Fruit Gum sweets were in decline, distribution was under threat and there had been zero advertising support for at least 3 years. Objective: to revitalise an old and declining brand. Media: low budget ruled out many options so opted for TV - specifically TV-am audience. Evaluation: increased consumer sales during advertised period. Research showed ads were popular with mothers and children. Child requests increased