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20% rise is not for girls
Challenged with gaining maximum exposure for the controversial new Yorkie campaign 'It's Not For Girls', we decided that the goal for Yorkie was not only controversy, but also to own the gender debate.
We had to deliver maximum impact quickly as the ads were on air for only a month. A tongue-in-cheek press launch at Stringfellows, hosted by Johnny Vaughn, made most of the nationals on the day the campaign broke and then our sampling caused a stir.
The banning of our 'for men only' sampling teams in Liverpool and Birmingham, kept media interest high. By managing the debate we generated further coverage in the national dailies (including The Sun, The Daily Mail and The Mirror). We thrust Yorkie not just into the centre of a national gender debate - but ensured that the message was loud and clear, Yorkie 'It's not for Girls'. Early results show sales up significantly.
 Vauxhall - Glow Power
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