Problem Idea Position KFC’s food divides people; some perceive it as being unpleasant and cruel, whereas others love that it’s quick, greasy, filling and cheap. KFC is committed to high quality; however, it won’t raise prices or lose its inherent qualities. Promise KFC’s food is non battery farmed, hand reared chickens. Brand idea KFC. A chicken’s idea of heaven. KFC

Problem Idea Position The brand hasn’t adapted to the digital age well. As such, it has forgotten some of its core strengths. Kodak KNOWS colour. Promise Whether digital, 35mill or SLR, Kodak’s colour technology will help you take your best photos ever. Brand idea Colour comes first Kodak

Problem Idea Position The Beano has lost relevance with today’s children. The original bad boy. Promise The Beano will inspire the next generation of menaces. Brand idea The Beano: the original bad boy. The Beano

Problem Idea Position Mars Bars are no longer part of people’s lives. They are under threat from governmental restraint and food fascists. Indulgence should be encouraged – we all need moments of enjoyment. Promise With a Mars Bar, indulgence comes as standard. Brand idea It’s MY Mars. Mars Bars