MARKETING/ACNIELSEN: Biggest brands

From tissues to tortillas, brands are benefiting from a general sales revival and are showing that they are as resilient and innovative as ever. This is the first in a two-part analysis of Marketing/ACNielsen’s seventh annual survey

From tissues to tortillas, brands are benefiting from a general sales

revival and are showing that they are as resilient and innovative as

ever. This is the first in a two-part analysis of Marketing/ACNielsen’s

seventh annual survey



Given the ongoing assault from own-label, ever tighter margins and the

burgeoning power of the retailer, it would be easy to assume times were

hard for branded goods manufacturers. This year’s Biggest Brands survey,

compiled in association with ACNielsen, is proof of the fact that the

brand is not only fighting its corner, but also delivering a few knock-

out punches along the way.



The survey looks at several key categories of consumer goods - you’ll

find a list of which ones in the methodology panel on page 25 - to give

us a picture of how brands as a whole are performing.



Growth in specific categories also tells us something about wider

changes in consumer spending: an average 5% growth in sales across all

sectors is encouraging news for any brand owner, especially considering

the intense competition many face.



The fact that paper products is the fastest-growing sector may suggest

that we are a nation suddenly obsessed with personal cleanliness, but it

shows how brands are bouncing back. In last year’s survey, the sector

registered a 2% fall in sales; this year it is up 17.5% and there are

four paper product brands in the top ten fastest growers. The future of

this category will be heavily influenced by the amalgamation of

Kimberly-Clark and Scott last year, but, for the time being, premium

quality and innovative packaging are keeping the sector alive.



The same factors are at work in the beer sector - another strong

performer and topped this year by Stella Artois. Stella knocks long-time

leader Carling Black Label off pole position.



The snack food and carbonated sectors continue to perform well, both

backed by innovative and lively marketing and illuminated by ever-

strengthening brands. Doritos, this year’s fastest grower, continues to

surge ahead, but it is Walkers, Hula Hoops and Pringles that underpin

the sector’s vitality. It will be interesting to see what impact Pepsi’s

global bonanza will have on its position next year, but for sheer

marketing originality, Tango is the brand to watch.



Seventies revivalists will be glad to see the resurgence of Charlie (up

46%). But the female fragrance sector as a whole is having a hard time,

seeing a 7% fall in sales. Other new entrants this year include Gillette

Sensor razors and blades - included for the first time in the personal

care sector - and Sacla, Italian sauces producer.



As we did last year, we will take two weeks to examine this vital

consumer barometer, looking first at the 50 mega-brands, the 20 fastest

growers and the fastest-growing sectors. Next week we will take a

detailed look at each sector. Marketing reporters provide the brand-by-

brand analysis and ACNielsen explains the methodology behind its

research.



Top growing brands



1 Doritos - 121%



The Doritos brand was launched in the UK in April 1994 by parent company

PepsiCo’s UK snacks subsidiary Walkers Snack Foods. According to Walkers

vice-president, marketing, Martin Glenn, the product has succeeded in

taking tortillas from being a middle-class, cocktail-party food to a

standard snacking fare with a wide appeal.



While Glenn cites advertising as being important (BMP DDB’s ‘Dippy

Couple’ attracted tabloid as well as consumer interest), he believes

that well thought out merchandising and packaging have been equally

crucial to the brand’s performance.



‘Merchandising is paramount in an impulse sector like snacks and is not

generally given enough attention. We managed to prove to retailers that

sales increase by as much as 25% when they use special racks for

displaying the product. The days of pulling snacks from punched out

holes in cardboard boxes are numbered.’



In May last year, the brand was extended into dips, which also helped

sales of the tortillas. Doritos now account for 5% of the total salty

snacks market.



2 Gulp Kitchen - 75%



The unusually named Gulp Kitchen, a kitchen-towel product made by AM

Paper and sold mainly through Asda, comes seemingly from nowhere to take

the number two slot in the fastest-growing brands category.



Despite the product’s success, its marketing budget is non-existent and

the company does not use an advertising agency.



According to Steve Mulcahy, general sales manager for the company, Gulp

Kitchen’s phenomenal growth rate, which has given it a 10% share of the

branded kitchen-tissue market, has been driven simply by keen pricing,

larger pack sizes and a close relationship with Asda.



Mulcahy says the brand has successfully created a mass market for

kitchen-tissue by destroying its luxury image.



3 Just toilet-tissue - 66%



Another soaring success story in the paper products market is Just

toilet-tissue, made by Fort Sterling, maker of Nouvelle toilet- tissue.

The brand was launched ten years ago and is currently worth pounds 12m.



According to marketing director Phil Luckett, the brand, which is sold

through independent stores, the Co-op and Asda, has no agency and no

marketing budget, and that is unlikely to change.



He says it competes directly against own-label products and its success

is down to its value-for-money proposition.



4 Surf - 50%



Lever Brothers launched Surf in 1952 with the slogan ‘Boils spotless -

spotless whites!’. In 1962 its image was changed to emphasise that Surf

gave more powder for money with the slogan ‘Square Deal Surf’.



In 1994, Surf had a 2.1% value share of the total fabrics detergent

market and Lever decided to redefine the Surf position.



The brand retained its value-for-money emphasis, with the position

‘Great cleaning at a great price - Lever guarantee it!’ and a money-back

guarantee was offered on the brand.



New advertising, using Birds of a Feather stars Linda Robson and Pauline

Quirke was introduced and pounds 7.3m was ploughed into the brand during

1995 (Register- MEAL).



As a result, Surf’s value share of the total fabrics detergents market

grew during 1995 by more than 50% to 4.7%.



5 Charlie - 46%



Charlie first came to market back in 1973 and immediately secured its

position in the mass fragrance market. But it’s thanks to a relaunch

with an extended range that it is the fifth fastest grower, and the only

women’s fragrance to feature on the list.



The fragrance has used the same message throughout the decades to hold

its own against rivals, such as So?, Addiction and Exclamation!.



Charlie is sold as the scent for the independent, confident woman. Over

the past three years Revlon has launched three new varieties: Charlie

Red, Charlie White, and Charlie Gold.



6 Kleenex facial tissues - 42%



The paper tissue market features heavily in this year’s fastest growers

with Kleenex facial tissues coming in at number six. The brand has led

its sector since 1958 and has invested in continual brand development to

introduce extensions to the range.



Kleenex created the man-size product category with the launch of Kleenex

for Men and its most recent innovation was the lotion-treated tissues

with Kleenex Ultra facial tissues.



Foote Cone Belding holds the creative account and its most recent

television advertising campaign was ‘Three Girls’, launched in May 1991

and which has run ever since. Kleenex estimates it spends about pounds

20m throughout Europe on advertising.



7 Dreft - 37%



Next year Dreft is 60 years old and if the figures prove to be as good

as this year’s then Procter & Gamble will have every reason to

celebrate.



Dreft’s success lies in offering a complete range of products designed

to meet consumer needs when washing all types of fine fabrics.



October 1994 saw the launch of the compact powder Dreft Ultra and the

completion of a system that already included Automatic and Handwash.



Big above-the-line campaigns - the last was a pounds 3m burst through

DMB&B for Ultra’s launch - have now given way to direct mail activity.



8 Andrex - 35%



The brand leader in the paper products market since 1962, Andrex is

still up there in the top slot. The 25-year-old J. Walter Thompson ads

with the playful puppy have struck a chord with the nation and raised

its awareness way above other brands. The brand spends a hefty pounds

8.5m each year on advertising.



9 Tango - 32%



Tango is the fastest-growing soft drinks brand this year - a position

hard earned against the vast marketing spends of its rivals in the cola

world.



According to Britvic’s international marketing manager for Tango, David

Atter, this year’s 32% growth has been achieved by working at marketing

integration. The team has extended promotions and below-the-line

activity which tie in with the off-the-wall advertising created by HHCL

& Partners.



The growth puts Tango in a strong position for Britvic’s goal of making

the cult soft drink into a global brand. It is relaunching Tango and

ploughing pounds 124m into marketing over the next five years. This is

intended to build sales up to the level of Pepsi Cola. Last year’s

marketing spend was pounds 12m.



The group is also working at extending marketing to promote each Tango

variant as a brand in its own right.



10 Stella Artois - 31%



Stella Artois has spent 70 years building its image as a premium quality

lager.



It is the UK’s number one lager and this year makes its debut in the top

20 fastest- growing brands.



Fuelled by a long hot summer that saw the market as a whole grow by 21%

and a hefty pounds 5m spend through Lowe Howard- Spink, Stella saw a 31%

growth in off-trade sales.



Whitbread product manager Simon Clarkson says: ‘We have a unique

proposition in that while it is aspirational it is also ubiquitous - we

have seven million drinkers.’



11 Sensor razors and blades - 30%



‘If there is a better way to shave, then we will find it,’ says Gillette

chairman Alfred M Zeien.



True to his word, Gillette launched the Sensor range in 1990 with three

unique differences: a swivel head, smoother action and better

rinsability of the blade.



Through constant product innovation, it most recently introduced Excel

microfins on its blades, and a pounds 10m ad budget has ensured Gillette

remains at the cutting edge of its sector.



The brand is now worth pounds 50m and making its debut in Biggest

Brands. In 1993 it introduced a women’s range.



All this and the company claims that only half the wet-shaving

population has tried the product.



12 Kit-e-Kat - 29%



A old favourite among cat owners, Pedigree Petfoods’ Kit-e-Kat was first

launched in 1935 and is the oldest wet cat food on the market.



In mid-1993 Kit-e-Kat launched its first three chunks-in-jelly

varieties, and two more varieties were added in 1994. Chunks-in-jelly

products now represent over 30% of the catfood market.



In 1994, the brand, which is mid-market targeted at a younger purchaser,

was relaunched with a modern and upbeat image, embodied in advertising

that features two cats with the voices of Mel Smith and Grif Rhys-Jones.

Between 1994 and 1995 the brand’s volume share grew by 20%.



13 Old El Paso - 29%



Although the value of the Old El Paso brand grew by 29% last year, its

share of the market actually fell from 60% to 56%, reflecting the sudden

emergence of new entrants in the Mexican food sector.



Salsa products from Walkers Doritos and Santa Maria took an 8% share of

the sector each prompting Old El Paso to get a major European relaunch

later this year to stay ahead of the new competition.



Last year, says marketing manager Phil Kent, two new products were

launched: Cheese Salsa and a spicy variant of the core Taco Shells line.



‘All of our activity is aimed at encouraging trial of the range,’ says

Kent, ‘so we have produced trial-size packs of key lines, and carried

out sampling on Fajitas.’



One new TV commercial was aired last year, for the new Cheese Salsa

product. The ad was the last by Leo Burnett, which has now been replaced

by BMP DDB in a worldwide agency realignment by brand owner Grand Met

Foods.



14 Patak’s - 26%



The fastest-growing brand in 1993, Indian foods brand Patak’s maintained

its speed of growth last year to rank at number ten. The brand has now

graced these rankings three times running, with a growth rate of 26%.



Marketing manager Phil Lynas believes that the consistent success of the

brand comes down to ‘consumer demand for high-quality authentic

products’.



The company has maintained its high level of new product development,

introducing 25 new lines last year, and aired its first television

campaign in January and February.



The advertising, created by Travis Sennett Sully Ross, was the first ad

to be directed by Roland Joffe, who also directed The Killing Fields.



While Sharwood’s, the leader of the Indian foods ingredients sector, has

seen its volume share of the market drop from 51.4% to 49.8% over the

past year, Patak’s share rose from 19.9% to 25.7%.



15 Sacla - 26%



In 1991 Sacla UK was set up to develop authentic Italian products.



Initial attention was focused on developing Sacla Pesto sauce, although

the brand now comprises Sacla Pastagusto, a range of nine pasta sauces

and Sacla L’Antipasto, a range of salad products and starters.



Pesto is at the premium end of the ‘non-standard tomato’ pasta sauce

market, worth pounds 11.4m in the UK. By the end of 1995, Sacla had a

share in excess of 90% of the ‘ambient’ division of this market.



The Sacla range, although still relatively unknown, has been a prolific

grower. In 1991, turnover was under pounds 1m; by 1995 this had grown to

pounds 8m and the company is predicting that 1996 turnover should be in

the region of pounds 14m.



16 Budweiser - 26%



The Genuine Article grew by 25% last year, spurred on by growth in the

premium lager segment and Anheuser-Busch’s move to recruit key 18- to

24- year-old male consumers by generating trial.



While other beers have strayed into price wars and glitzy ads, A-B,

which has marketed the brand since 1992, continues to sell Bud on its

quality and US heritage. It is now America’s and Britain’s best-selling

packaged premium lager.



Sponsorship was one of the more visible parts of the marketing mix, with

backing for the British Basketball League and Bud’s role as the official

beer of the American Football World League. The 1996 Olympic Games will

boost this role, with a further pounds 3.5m marketing spend capitalising

on Bud’s position as official beer. Spend includes ads and a promotion

through Mirror Group Newspapers.



The launch of Bud Ice in July will mark the first brand extension of the

lager, with a pounds 3m campaign planned across the UK to ensure an

impact on the pounds 120m ice beer market.



17 Kleenex toilet-tissue - 25%



Kleenex’s toilet-tissue did not feature in last year’s 20 fastest

growers but this year the Double Velvet brand has experienced a 25%

growth. This is because it relaunched in May 1995 as Double Velvet,

which was supported by a television campaign and a ten million-coupon

drop. It first hit the market as Velvet toilet tissue in 1982.



Prior to the relaunch, Kleenex had 6.8% brand share of the soft toilet-

tissue market, but three months after the relaunch this had grown to 9%.

It has now settled at 8.4%, which makes it the number two brand, behind

Andrex. Kleenex quilted toilet-tissue is number three.



18 Sunkist - 24%



Sunkist emerged well from a turbulent year, which culminated in the

collapse of Coca-Cola and Cadbury Schweppes’ joint venture - Coca-Cola &

Schweppes Beverages - which markets Sunkist.



Although the brand has been ditched in the US by its new owners Coca-

Cola Enterprises, its UK future is assured under a marketing agreement

with Cadbury Schweppes.



CCSB, which has handled the brand over the past year, attributes its

growth to the launch of a 500ml bottle of Sunkist Citrus. TV and radio

ads have also changed, dropping its ‘Clive the Orangutang’ ads and the

catchline ‘Drinkin’ in the Sun’ for ‘the genuine fruit taste of Sunkist’

and an emphasis on quality.



A marketing spend of pounds 4.3m was also used to heavily promote the

brand in the grocery market, with an on-pack music promotion carrying

the ‘Sunkist Summer Vybes’ compilation CD produced by Polygram.



19 Butcher’s - 24%



The Butcher’s Tripe range of canned dog food leapt ahead of Spillers

Prime (now Winalot Prime) in 1995 to become the third best-selling brand

in the sector, behind Pedigree’s Chum and Pal.



‘Basically, the growth in the brand is because once dogs eat it, they

love it and want more. It’s a superior product,’ said Butcher’s Pet Care

marketing manager Paul O’Reilly.



In 1995, two new lines were introduced - Tripe & Lamb and Tripe & Turkey

- and a new TV campaign appeared, created by London agency Richardson

Birkett. The ad, which featured 12 butchers on a day out with their

dogs, has had far more exposure than past campaigns.



O’Reilly also reports that the company has managed to increase its

supermarket listings as a result of increased brand support.



20 Gold Blend - 24%



The Nescafe Gold Blend TV campaign, now in its ninth year, has been a

major factor in maintaining the brand’s position as the fastest-growing

product in the pounds 705m instant coffee market.



The romantic saga of the McCann-Erickson ads has become a brand in its

own right: Gold Blend Guide to London Lovers was published in the

Evening Standard, a paperback novel called Love Over Gold, based on the

characters in the commercial, became a bestseller, and two Love Over

Gold CD compilations have been released.



Brand summaries by Marketing reporters. Additional research by Karen

Dempsey

ACNielsen methodology



Now in its seventh year, Britain’s Biggest Brands serves to give an

indication of the leading retail brands across a selection of fast-

moving consumer goods markets. These have been compiled by the world’s

largest marketing information organisation - ACNielsen - exclusively for

Marketing magazine.



ACNielsen’s comprehensive database incorporates:



* Retail market tracking, via the ACNielsen Retail Index, which provides

the definitive monitor of consumer sales. Scanning data are integrated

into the Index making it the fastest and most accurate monitor of

consumer sales anywhere in Europe.



* Consumer purchasing analysis derived from Homescan, the first national

grocery household panel in Europe to use in-home scanning.



* Weekly scanning data from Scantrack which provides rapid information

on consumer sales through the key account epos stores, enabling swift

evaluation of tactical marketing campaigns.



The categories in this analysis include: babycare products; beer; canned

foods; cereals; carbonated drinks; confectionery; fabric cleaning

products; female fragrances; hot beverages; household products;

international food; male fragrances; OTC products; paper products;

personal care products; pet food; snack products; spirits and spread

brands. Individual sector Top 10 s will be published next week.



Sales figures are quoted in pounds m within a range of pounds 5m

brackets and relate to the 12 months ending December 1995. A brand is

identified as a collection of products in the same product field sold

under the same brand name.



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50 Mega brands (part one)

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Brand               Owner              Pounds m sales

 1 Coca-Cola        Coca-Cola            Over 483m

 2 Walkers Crisps   PepsiCo              295 - 300

 3 Nescafe          Nestle               250 - 255

 4 Ariel            Procter & Gamble     220 - 255

 5 Pampers          Procter & Gamble     195 - 200

 6 Persil           Lever Brothers       180 - 185

 7 Andrex toilet-   Kimberly-Clark       175 - 180

   tissue

 8 Pepsi            PepsiCo              175 - 180

 9 Whiskas          Pedigree Petfoods    150 - 155

10 Bell’s           United Distillers    140 - 145

11 Flora            Van den Bergh        125 - 130

12 Kit Kat          Nestle               125 - 130

13 PG Tips          Brooke Bond          115 - 120

14 Tetley           Tetley GB            115 - 120

15 Kellogg’s        Kellogg              105 - 110

   Corn Flakes

16 Anchor           Anchor Foods         105 - 110

17 Pedigree Chum    Pedigree Petfoods    105 - 110

18 Felix            Spillers             105 - 100

19 Heinz Baked      HJ Heinz             100 - 105

   Beans

20 Mars             Mars                 100 - 105

21 Lucozade         SmithKline Beecham   100 - 105

22 Daz              Procter & Gamble     100 - 105

23 Heinz Ready to   HJ Heinz              95 - 100

   Serve soup

24 Tango            Britvic Soft Drinks   95 - 100

25 Gordon’s Gin     United Distillers     95 - 100

26 Smirnoff Red     IDV                   95 - 100

   Label

27 Kleenex toilet-  Kimberly-Clark        95 - 100

   tissue

28 Bold             Procter & Gamble       90 - 95

29 Famous Grouse    Highland Distilleries  85 - 90

30 Stella Artois    Whitbread              85 - 90

31 Cadbury’s        Cadbury                80 - 85

   Dairy Milk

32 Tampax           Tambrands              80 - 85

33 Gold Blend       Nestle                 75 - 80

34 Galaxy           Mars                   75 - 80

35 Colgate          Colgate-Palmolive      75 - 80

36 Carling Black    Bass Brewers           70 - 75

   Label

37 Always           Procter & Gamble       65 - 70

38 Teacher’s        Allied Distillers      65 - 70

   Highland Cream

39 Fairy Excel      Procter & Gamble       65 - 70

40 Weetabix         Weetabix               65 - 70

41 Cadbury’s Roses  Cadbury                65 - 70

42 Kellogg’s        Kellogg                65 - 70

   Frosties

43 Seven Seas       Seven Seas             60 - 65

44 Twix             Mars                   60 - 65

45 Bacardi          Bacardi & Co           60 - 65

46 Hula Hoops       KP Foods               60 - 65

47 Heinz Spaghetti  HJ Heinz               60 - 65

48 Comfort          Lever Brothers         55 - 60

49 Lenor            Procter & Gamble       55 - 60

50 Heineken         Whitbread              55 - 60

*Adspend across Heinz product range = Source: Register-MEAL

** For details of retail coverage, see ACNielsen methodology p25

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50 Mega brands (part two)

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Brand               Agency                         Adspend (pounds 000)=

 1 Coca-Cola        Publicis, Wieden & Kennedy,             28,827.2

                    The Edge, Universal Mc Cann

 2 Walkers Crisps   BMP DDB Needham/The Media Centre          3772.9

 3 Nescafe          McCann-Erickson                           6356.7

 4 Ariel            Saatchi & Saatchi                       22,495.1

 5 Pampers          Saatchi & Saatchi                         9823.5

 6 Persil           J Walter Thompson/Initiative Media      26,834.1

 7 Andrex toilet-   J Walter Thompson/Universal McCann        5115.4

   tissue

 8 Pepsi            AMV BBDO/BMP DDB Needham                  6293.5

 9 Whiskas          D’Arcy Masius Benton & Bowles             9649.7

10 Bell’s           WCRS/YMG Carat                            1412.2

11 Flora            Ammirati Puris Lintas/Initiative          7564.6

12 Kit Kat          J Walter Thompson                         6920.3

13 PG Tips          BMP DDB Needham/Initiative                4571.0

14 Tetley           D’Arcy Masius Benton & Bowles/Zenith      9402.2

15 Kellogg’s        J Walter Thompson                       10,889.0

   Corn Flakes

16 Anchor           Saatchi & Saatchi/Zenith                  4160.9

17 Pedigree Chum    Grey Advertising                        10,353.4

18 Felix            BMP DDB Needham                           4515.3

19 Heinz Baked      Bates Dorland/IDK                         3915.5

   Beans

20 Mars             DMB&B/The Media Centre                    3814.2

21 Lucozade         Ogilvy & Mather/Mediacom                  5737.9

22 Daz              Leo Burnett                               9048.3

23 Heinz Ready to   Bates Dorland/IDK                         3915.5

   Serve soup

24 Tango            Howell Henry Chaldecott Lury/BBJ          3790.1

25 Gordon’s Gin     Leo Burnett/YMG Carat                     2395.7

26 Smirnoff Red     Lowe Howard-Spink                         7006.0

   Label

27 Kleenex toilet-  Foote Cone Belding                        5030.5

   tissue

28 Bold             Grey Advertising                          7228.3

29 Famous Grouse    AMV BBDO/Zenith                           1946.4

30 Stella Artois    Lowe Howard-Spink/Motive                  4147.8

31 Cadbury’s        GGT/TMD Carat                             2472.1

   Dairy Milk

32 Tampax           AMV BBDO                                  5069.6

33 Gold Blend       McCann-Erickson                           4427.1

34 Galaxy           Grey Advertising/Mediacom                 5374.6

35 Colgate          Young & Rubicam                           7735.8

36 Carling Black    WCRS/BBJ                                  3991.0

   Label

37 Always           D’Arcy Masius Benton & Bowles             9373.1

38 Teacher’s        D’Arcy Masius Benton & Bowles/Zenith       610.2

   Highland Cream

39 Fairy Excel      Grey Advertising                          7725.6

40 Weetabix         Lowe Howard-Spink                         9544.3

41 Cadbury’s Roses  Euro RSCG/Mediastar                        727.3

42 Kellogg’s        J Walter Thompson                         8396.1

   Frosties

43 Seven Seas       Advertising Principles/                   3105.9

                    Herman Beasley Norris

44 Twix             DMB&B/The Media Centre                    2964.1

45 Bacardi          McCann-Erickson                           5431.2

46 Hula Hoops       Publicis/Leo Burnett                      2747.5

47 Heinz Spaghetti  Bates Dorland/IDK                         3915.5

48 Comfort          Ogilvy & Mather/Initiative                5342.6

49 Lenor            Grey Advertising                          7773.3

50 Heineken         Lowe Howard-Spink/Motive                  4942.1

*Adspend across Heinz product range = Source: Register-MEAL

** For details of retail coverage, see ACNielsen methodology p25

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Top 20 Fastest-growing brands (part one)

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Brand                        Owner                 pounds m    % y/y gth

                                                  sales 1995

 1 Doritos                   Walkers                30 - 35        121

 2 Gulp Kitchen              AM Paper                5 - 10         75

 3 Just toilet-tissue        Fort Sterling           5 - 10         66

 4 Surf                      Lever Brothers         20 - 25         50

 5 Charlie                   Revlon                  5 - 10         46

 6 Kleenex facial tissues    Kimberly-Clark         45 - 50         42

 7 Dreft                     Procter & Gamble       10 - 15         37

 8 Andrex kitchen towels     Kimberly-Clark         10 - 15         35

 9 Tango                     Britvic Soft Drinks   95 - 100         32

10 Stella Artois             Whitbread              85 - 90         31

11 Sensor Razors and Blades  Gillette               45 - 50         30

12 Kit-e-Kat                 Pedigree Petfoods      35 - 40         29

13 Old El Paso               Shippams                5 - 10         29

14 Patak’s Indian foods      Patak                  10 - 15         26

15 Sacla                     Fratelli Sacla         Under 5         26

16 Budweiser                 Anheuser-Busch         50 - 55         26

17 Kleenex toilet-tissue     Kimberly-Clark        95 - 100         25

18 Sunkist                   Schweppes              20 - 25         24

19 Butcher’s                 Butcher’s Pet Care     25 - 30         24

20 Gold Blend                Nestle                 75 - 80         24

* Adspend below pounds 150,000  = Register-MEAL

** For details of retail coverage, see ACNielsen Methodology p25

------------------------------------------------------------------------



------------------------------------------------------------------------

Top 20 Fastest-growing brands (part two)

------------------------------------------------------------------------

Brand                         Agency                     Adspend (pounds

                                                               000)=

 1 Doritos                    BMP DDB Needham                 2692.6

 2 Gulp Kitchen               N/A                                  0

 3 Just toilet-tissue         N/A                                  0

 4 Surf                       Ammirati Puris Lintas/          7313.6

                              Initiative

 5 Charlie                    In-house/The Media Business          *

 6 Kleenex facial tissues     Foote Cone Belding              3731.5

 7 Dreft                      D’Arcy Masius Benton & Bowles   2592.7

 8 Andrex kitchen towels      J Walter Thompson/              5424.6

                              Universal McCann

 9 Tango                      Howell Henry Chaldecott         3790.1

                              Lury/BBJ

10 Stella Artois              Lowe Howard-Spink/Motive        4147.8

11 Sensor Razors and Blades   AMV BBDO/BMP DDB Needham        8015.6

12 Kit-e-Kat                  Grey Advertising                2913.3

13 Old El Paso                Leo Burnett                        817

14 Patak’s Indian foods       Travis Sennett Sully Ross        471.3

15 Sacla                      Mitchell Patterson/BBJ             739

16 Budweiser                  BMP DDB Needham                 7392.6

17 Kleenex toilet-tissue      Foote Cone Belding              5030.5

18 Sunkist                    Saatchi & Saatchi/Zenith        2135.9

19 Butcher’s                  Richardson Birkett/Squires      1544.7

20 Gold Blend                 McCann-Erickson                 4427.1

* Adspend below pounds 150,000 = Register-MEAL

** For details of retail coverage, see ACNielsen Methodology p25

------------------------------------------------------------------------



------------------------------------------------------------------------

20 Brands to watch (part one)

------------------------------------------------------------------------

Brands                           Owner 1995               pounds m sales

 1 Amoy                          BE International             Under 5

 2 Johnson & Johnson Baby Wipes  J&J                           5 - 10

 3 Foster’s                      Foster’s (Dist by Courage)   40 - 45

 4 RWhites Lemonade              Britvic Soft Drinks          10 - 15

 5 Princes Salmon                Princes                      20 - 25

 6 Frisps                        KP Foods                     20 - 25

 7 Peperami                      Van den Bergh                15 - 20

 8 Blue Dragon                   Costa                        Under 5

 9 White Musk                    The Body Shop                 5 - 10

10 Radox bath & shower products  Sara Lee                     30 - 35

11 Tizer                         AG Barr                      10 - 15

12 Princes Tuna                  Princes                      20 - 25

13 Farleys Rusks                 HJ Heinz                      5 - 10

14 Baileys Irish Cream           R&A Bailey/IDV               30 - 35

15 Right Guard                   Gillette                     30 - 35

16 Smarties                      Nestle                       30 - 35

17 Marmite                       CPC                          20 - 25

18 Brut                          Elida Faberge                 5 - 10

19 Campbell’s soups              Campbell                     20 - 25

20 Alpen                         Weetabix                     20 - 25

* Adspend below pounds 150,000  = Register-MEAL

** For details of retail coverage, see ACNielsen Methodology p25

--------------

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