Marketing Mix: Name that brand

This brand was first launched in Holland. Its success in the UK dates from 1989, when it created a brand icon that is now one of the most recognisable on supermarket shelves. Brand strategy for this product focuses on a 'cheeky little rascal', who stars in its advertising campaigns and is the inspiration of the brand's loyalty scheme, which launched in 2000.

In 2002 the brand sponsored TV show You've Been Framed to play on the mischievousness of its icon. In 2003 its parent overhauled the brand's identity across Europe to stem falling market share.

The brand is available in various formats, including cans, foil, pouches, dry, semi-moist and treats. It had sales of £165m in the 12 months to June 2004, following a 3% year-on-year growth driven largely by the success of its pouch offering.

Last week's winner was Lisa Viveiros of BCWA Healthcare in Bristol, who correctly identified Galliano.


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