Original Source: Packed with Natural Stuff

Story of the film

This film tells us how a disruptive and original  TV campaign was created that retained the Original Source’s 'cult' feel, both in strategy and execution, and stimulated the growth of this brand without diluting its values, or the strength of the relationship it had with its existing consumers. The campaign gained incredible results on a limited budget.

Summary 

"It takes 2,997 words to make one zesty case study for original source."

This paper explores how BDH\TBWA stimulated the growth of Original Source without diluting its values, nor the strength of the relationship it had with its consumers. They achieved this by creating an original campaign that retained the brand’s ‘cult’ feel.

The strategy enabled consumers to discover the brand as they had always done, but discover it in significantly greater numbers.

This was done via a bold, disruptive creative idea, exposed in an unconventional manner via a conventional medium – television. The TV advertising generated incremental retail sales of £657k by December 2006, with the eventual total impact of advertising reaching £1.6m over three years.

This paper demonstrates that a disruptive approach can make a measurable difference for smaller brands, both in terms of development goals and, ultimately, financial payback.

Film contributors

Titles correct at the time of publish date

  • Lorna Hawtin, Disruption Director, TBWA\ Manchester
  • Leigh Armstrong, Account Director, TBWA\Manchester
  • Gary Hulme, Senior Art Director, TBWA\Manchester

Databank

Award: 2007 IPA Effectiveness Awards, Silver Award

Client: PZ Cussons

Entrant: TBWA\Manchester

Authors: Lorna Hawtin and Peter Harris

Media used: TV, print, outdoor

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