Tia Maria: Reversal of Fortune
Case study shows how a declining brand was transformed into a modern brand in tune with current consumer tastes. Details are given of the market up to 1983 and the rationale for the new creative strategy. Regional TV in end 1984 in brand's 5 areas of strength followed by national campaign each winter from 1985-1988. Following 12% decline 1980-84, sales doubled from 1984-1990, showing a real increase by 1986 after campaign had aired for 18 months. Campaign attracted younger drinkers and worked because it was backed over a long period. Extended to other countries.