Excellence in Managing Mature Brands

This category recognises the team that demonstrates that it has successfully changed perceptions of a mature brand leading to a turnaround in performance, whether through advertising, PR, sales promotion or an integration of the marketing disciplines.

The entry should relate to activities carried out between October 2010 and December 2011.

Judging criteria:

• Quality of pre- and post- revitalisation launch thinking
• Explanation of (re)positioning and evidence of effective differentiation
• Evidence of a turnaround within the marketplace
• Effective integration and implementation of activities
  
• Evidence of changed behaviours and enhanced health outcomes
• Customer feedback