The Repositioning of Mazola Corn Oil

Tony McGuiness

A campaign which helped to move Mazola corn oil from a position of weakness in one section of the market to a position of strength in another.
Agency: Boase Massimi Pollitt PartnershipAuthor: Tony McGuiness

The Repositioning of Mazola Corn Oil

INTRODUCTION

This paper demonstrates how advertising helped to change the fortunes of Mazola corn oil. It describes a campaign which has begun to move Mazola from a position of weakness in one sector of a market to a position of strength in another. It is a classic example of a brand moving from 'problem child' status to that of a 'star', and it shows how alertness to underlying change in the environment can be capitalised on through the right advertising.

In the case...

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