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.
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