Romantic stories increase sales of Nina
Nik Wheatley, 25 August 2009, 7:30am
Challenge - After a solid launch in 2008, Nina faced a difficult consolidation year. With no new news, creative or celebrity endorsement, we had to restoke the flames of interest in a hyper-competitive fragrance market. A great brand proposition rooted in a world of fantasy and romance was our greatest asset, but research from the launch year revealed that although awareness was strong, brand equity measures were flat, with romance not even registering. Display advertising in TV and press was getting our name out but little more.
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