Solvite: Adding Real Value to the Wallpaper Adhesive Market
Despite never having spent more than ?1m on media advertising annually the product was able to establish itself as market leader, success entirely attributed to creativity. Case study looks at the use of TV, since the appointment of its current agency in 1964. Growth against Polycell charted, with qualitative research showing that advertising was only discriminator between the two. Solvite users seen to be more loyal, paid higher prices and showed interest in other products in the Solvite range. Benefited from 'single-minded concentration on its core paste business'