Design a Fab Den idea turns brand around
Megan Butler, 08 July 2008, 12:00am
Challenge: Over the past 12 years, the Fab lolly had received no marketing support beyond price promotions. As a result, the brand was losing relevance and starting to decline. Brand value share was down by 9%. Our budget was limited - MMS puts Fab's share of voice at just 1.6%. Furthermore, last year saw the wettest summer on record. Stabilising the decline in such a tough market was not going to be easy.
To continue enjoying this article, please sign in below. You can register for free, giving you limited further access to news, or subscribe now for full access to all our content. View our subscription options.
- Senior Sales Executive, Haymarket Media Group
- £ Competitive + Commission, Hammersmith, West London
- Head of Digital Content - International B2B Publisher, Formula Won
- £45-50k + great commission, London
- Account Director, TMP Magnet
- Highly Competitive, London
- Affiliate & Trade Marketing Manager, UKTV
- £ dependent on experience, Hammersmith, London
- Regional Comms Planning Director - on FMCG client at top agency, Harrison Dear
- £120,000 + benefits, Central London
News By Email
The Media AM Bulletin : Preview
Breaking News from Media Week : Preview
Media Bitch and Out and about : Preview
Media Week most read stories and features : Preview
Media Week features : Preview
You need to register to receive our bulletins. Registration is free and only takes a minute.
If you have already registered then sign in to your account now and selected 'My bulletins' within preferences.








