CAMPAIGN DIRECT: MARKETING CHALLENGE - How FCA! helped Hotpoint ditch its ’dull and mumsy’ image/Irritated by the ’spotty oik’ factor, John Owen is rare - a mere humble male who loves Hotpoint’s message
10 Oct 1997 | by MEG CARTER
The trouble with long-established brands such as Hotpoint is that they carry an awful lot of baggage. When the brand image becomes a little tired, it takes considerable time and effort to change the public s perception.