Abstract:

Bryant and May Limited, in conjunction with DDB Limited, are currently progressing the development of their three primary No. 1 Lines. Although these brands are well-known in their respective areas, they are not strongly branded to the extent that e.g. a consumer will ask for: 'Bluebell' rather than a box of matches. In order to create a strong branding for these brands, new creative strategies must be developed which capitalize on the psychological and other properties inherent in each brand.