THE MARKETING SOCIETY AWARDS 2001: Brand development of the year


Client: Sony United Kingdom


Client: Golden Wonder

Agency: Bartle Bogle Hegarty


Client: Lever Faberge

Agency: Bartle Bogle Hegarty


Around 130 brands are fighting for share in the UK consumer electronics

market. However, among the major players only market leader Sony

increased its share last year. In the 12 months to November 2000, it

enjoyed a 20.6% market share by value, an increase of 1.7%, despite

maintaining an average 15% price premium.

The Sony ethic combines constant product innovation with a heavy

investment in consumer advertising and promotion, and strong emphasis on

supporting the retail trade.

Digital technology is now impacting on all areas of consumer

electronics, and opening the way to many innovative products that

combine audio visual (AV) and information technology (IT) features. This

idea is encapsulated in the 'Go Create' theme used in all consumer and

trade communications last year, including a pounds 21m adspend.

In December, Sony also became the first consumer electronics company to

use interactive TV via Open to promote products.


Golden Wonder's flagship brand Wotsits has reached saturation in its

core market. With sales up 65% in five years, as many six- to

11-year-olds are eating the snack product as can be reasonably


The solution has been to stretch the brand into new areas. Golden Wonder

has added Weenie Wotsits for under-fives, Wafflers for teenagers, and

Wotsit potato shapes (mashed potato with Wotsit cheese) for


Together they should add pounds 10m in revenue by the end of this



Lynx is best known for body spray, although the range includes shower

gels, aftershaves, and deodorants. The ambition is to develop Lynx into

the world's number one male grooming brand.

Last September saw the launch of the Lynx razor and in October came a

new shampoo. The Lynx Barbershop has moved the brand into the service



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