Campaign details
Brand: RibenaAdvertiser: Lucozade Ribena SuntoryAgency: J. Walter Thompson
Summary
A uniquely Ribenary tale
Through How BrandsGrow, Byron Sharp has built on and popularised much of Andrew Ehrenberg's original research into consumer buying patterns.1 And increasing penetration to deliver growth has been the common theme of recent IPA Effectiveness papers.
However, Ehrenberg also stated that advertising's role was primarily a defensive one and, as more and more marketing budgets face the...