TITLE

Making Black n'Red the city's choice

PUB. DATE
June 2006
SOURCE
Campaign;6/23/2006, Issue 25, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article analyzes the strategy followed by the stationery range Black n' Red to build sales. Black n' Red was recognised for its iconic look, but most office stationery purchasers could not name the brand, a critical factor in building sales. Media Planning Group (MPG) needed to increase the awareness of the brand to increase direct requests for Black n' Red throughout the supply chain. MPG developed a collaborative approach to select media partners for the end-user campaign and worked to span as many of the target groups as possible with each media owner. Sales of Black n' Red are up 21 percent year on year.
ACCESSION #
21490861

 

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