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BRAND REVITALISATION

The Brand Revitalisation chapter contains 4 award winning case studies by McDonald's, Hovis, British Gas and KFC.  The foreword to the chapter is supplied by Peter Kirkby, VP Global Marketing Excellence at GSK Consumer Healthcare.
"Resist the temptation to read the case studies and think “it wouldn’t have happened on my watch”. Ask instead: “Are we doing enough to make sure we’re not a future revitalisation candidate?”. Prevention is better than cure!."
Peter Kirkby
VP Global Marketing Excellence, GSK Consumer Healthcare



British Gas (Buy British Gas Case Study for £9.00)
Getting back to great. The UK’s leading energy supplier turbo-charged its brand performance by going back to customer basics and rising above price-led promotions. British Gas was determined to revitalise its brand by putting the customer at the heart of its strategy.




Hovis (Buy Hovis Case Study for £9.00)
Re-establishing an iconic brand. A powerful and consistent marketing campaign brought a languishing brand back to life. By refreshing the brand’s powerful advertising legacy and using an innovative assortment of media channels, the campaign became the most talked about of the year while also generating huge amounts of additional media coverage.



KFC (Buy KFC Case Study for £9.00)
Finger lickin’ good.  A powerful combination of product development and inspired marketing that was true to the brand restored KFC’s fortunes on the high street. The strategy was based on the courageous decision to buck the trend among fast food outlets to talk about their ‘healthy’ options and instead stress the great product taste.



McDonald's (Buy McDonald's Case Study for £9.00)
Learning to love the brand again. How a massive overhaul of every part of the UK business won the brand renewed public affection and led to recordbeating sales. McDonald’s embarked on an ambitious revitalisation of the brand following a series of events that had damaged brand perception to improve every aspect of the business.

Entry criteria for the Brand Revitalisation category of The Marketing Society Awards for Excellence.

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British Gas Case Study
The ‘Planet Home’ creative approach enabled a wide range of propositions, including price, to be communicated in a consistent and compelling way
Hovis Case Study
In research, the new design was found to be ‘A very strong new pack for Hovis — an excellent expression of the positioning’
KFC Case Study
By April the brand was experiencing sustained growth for the first time since 2003, peaking at 30% year-on-year growth
McDonalds Case Study
‘That’s What Makes McDonald’s’ campaign, in which the ‘Planting’ TV commercial told the truth about the core ingredients of a Happy Meal

Case Studies

Customer Insight - Marketing Case Studies
Launching New Brands - Marketing Case Studies
Brand Extension - Marketing Case Studies
Brand Revitalisation - Marketing Case Studies
Sustaining the Brand Promise - Marketing Case Studies
Marketing Communications - Marketing Case Studies
Creating Loyal Relationships - Marketing Case Studies
Global Branding - Marketing Case Studies
Organising for Good Marketing - Marketing Case Studies
Social Marketing - Marketing Case Studies
Marketing for Sustainable Consumption - Marketing Case Studies
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Marketing Society - The Marketing Network
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Marketing Excellence 2 - Award Winning Case Studies