Zanussi: The appliance of science
Brand building campaign for Zanussi white goods. Operating in a competitive market, advertising was mostly product-feature based. Very little brand differentiation. Objective: to establish the Zanussi brand in the mind of the consumer. To familiarise the brand. Launched the 'Appliance of Science' campaign. Media: TV, posters, specialist press. Evaluation: 62% volume increase achieved for the brand between 1980-83, against a market increase of 13%. Improved brand awareness, image and sales.