Agency: Boase Massimi Pollitt Partnership | Author: 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...