Campaign details
Brand: BoursinAdvertiser: BelEntrant: Spark FoundryCategory: Single MarketPrincipal authors: Joe Wood, Spark FoundryContributing authors: Lynne Quinn, Spark Foundry
Executive Summary
Boursin had been in long-term decline, with decreasing sales and penetration in a growing category. To compound matters, the brand had an over-reliance on the Christmas period to drive sales. In response, concerted effort was devised across a range of marketing functions and agencies, with a single-minded focus on increasing usage occasions and de-seasonalising the product, in order to halt and reverse the declines in sales and penetration....