Magazines Deliver Fab Results
Famous Fab lollies have increasingly become a fading favourite as today's kids turn to more adult brands like Magnums.
In 2007, Rise Communications developed an campaign to stem the tide by re-connecting today's families with the fun element of the brand, while reminding them that, as treats go, Fab is relatively permissible. The idea was to focus on kids bedrooms - a fun, personal fantasy kingdom for them, and, vitally, for mum, a safe haven - with a school holiday competition to “Design a fab den” .
Magazines played a crucial role - not just in delivering the key audience and providing editorial credibility in the parenting and home decoration arenas, but also as the place mums look to for ideas and inspiration.
The results were…..fab! Even the infamous British summer failed to put a damper on things: Despite 2007 being the wettest in memory, resulting in a 15 percent slump in the lolly category overall for 2007, Fab sales bucked the trend and grew 1.5 percent in value!
To download the full details click here Fab Lollies Case Study.
