Abstract:

In late May 1975, a reformulated version of Setlers was introduced into Scottish Test Market with the aim of boosting Setlers sales and taking sales from other brands on the market, notably Rennies. The product had a different flavor and packaging from standard Setlers. This research was carried out in Scotland with a view to obtaining a better understanding of reactions of the target market to the relaunch, especially as regards product, pack, and advertising.