|Campaign||Terry's Chocolate Orange: A big bright orange future|
|Advertiser||Kraft Jacobs Suchard|
|Brand||Terry's Chocolate Orange|
|Philosophy|| Advertising helped the management and growth of the portfolio.|
It helped stretch the brand with a famous campaign, delivering both a brand message and messages for individual variants. Consequently it both increased sales for the advertised variant and for the wider portfolio. These "halo effects" were greater for the weaker variants.
These advertising effects are related not just to sales, but also to distribution, unit costs, and the future role of NPD.